1.ASIA PACIFICDigital Marketing Yearbook 2010 Stay engaged with your customer and flexibly follow the trends across multiple platforms. Edited by Rachel Oliver www.asiadma.com

2. ABoUt the ASiA DiGitAL MARKetinG ASSoCiAtionMakingThe ears, eyesand voice of digital Why join the ADMA? Being a member gives you access: SUCCESSmarketing in Asia Unifiedvoicefortheindustrytopromotetheuseofdigital and the Internet (in the media and with potentialcustomers) ForumforstandardsandbestpracticesharingThe Asia Digital Marketing Association (ADMA) Spokespeopletorepresentmembersandrespondtocriticismis the voice of, and advocate for, the digital Industrycontactsandnetworkingopportunities Sponsorshipopportunitiestoraiseawarenessofyourmarketing industry in Asia (excluding Japan). brand DiscountedratesforregionaleventsThe ADMA is guided by senior executives in the Notificationofrelevantspeakingopportunities tangible.industry and is charged with gaining consensus Professionaldigitalmarketingqualificationsdiscountedenrolment fees for membersand providing leadership on key industry issues. 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In brief and in depth.trusted perspective you need to succeed.Company(Asia),Edipresse,ExperianHongKong,eyeblaster,FinancialTimes,GoogleHongKong,HewlettPackard,Johnson&JohnsonVisionCareAsiaPacific,KatalystM,Lucini&Lucini,Mediaplex,MRMWorldwide,NDSAsiaPacific,NielsenOnline,OmnicomGroup,Omniture,PGi,PublicisModemSingapore,PulseMediatech,SCMP.com,SingaporePressHoldings,SingTelDigitalMedia(inSing),TheEconomist,TheHyperfactory,TheRubiconProject,TheUpperStorey,TIME&Fortune,UniversalMcCann,VocationalTrainingCouncil,Wunderman,wwwinsIsobar,ZUJIAnd all our individual members.asia pacific digital marketing yearbook 1 2010 FORTUNE is a registered trademark of Time Inc. 3. Contents ASiA PACifiC6 inDoneSiA 34 SinGAPoRe54Essential reading AUStR ALiA 12 jAPAn 38 SoUth KoReA58 ChinA18 MALAySiA42 tAiWAn 62 Anytime, anywhereTHE WORLDS LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE honG KonG26 neW ZeALAnD 46 thAiLAnD 66The Wall Street Journal Asia reaches Asias business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms. Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings thattarget the regions most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.comand jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to growas the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery fromthe worlds most trusted source for global news and analysis.To find out more about integrated advertising solutions, please contact your Dow Jones sales representative atwsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701. inDiA30 the PhiLiPPineS 50 VietnAM70 asia pacific digital marketing yearbook 3 4. Whenitcomestomakingonlinepurchases,AsiansAnother trend to watch is the balance of paid, owned 2010: Multiple Platforms,acrosstheboardlistencloselytotheirfriends.Nearly and earned media. Paid media such as rich media, display,half (48%) of South Korean internet users said they search and sponsored content remain the dominant formshad bought something in the past because it was of online marketing expenditure. Companies and brandscontinue to trust the control over the media plan and the Infinite Choiceseither discussed or recommended by one of theironline friends, as have 38.2% of Malaysians, 40.4% of content that paid media offers.Japanese, 42.2% of Vietnamese, 48.4% of IndonesiansOwned media such as corporate websites, brandand one third of Filipinos. websites and microsites have always been an important Mobileshoppingistakingholdoftheregion,withnearly componentoftheonlinemarketingmix.Nowincreasinglyeight out of 10 Asian mobile users engaging in some social media such as Facebook pages and Twitter feedsform of mobile shopping activity in the past year.are being added to the mix (except in China, where they D TheKoreansarethetopshoppers,with97%ofinternet are blocked, and marketers use other similar services). igital marketing in Asia Pacific in 2010 users say they have shopped online. These owned media feeds provide both controlled content offers an almost infinite combination of ways Indiansspenttheleastamountoftimeonlineofany distribution opportunities, as well as platforms for customer to engage customers, participate in theirAsian nation, at 11 hours per month.and community interaction. communities, sell them products and services, 63%ofSingaporeansonlinewatchTVatthesameThe dynamics of earned media are different, when and build brands and corporate reputations.time. customers become the channel, and brands have no control Content can be highly personalised, relevant Japanleadsthepackwithmobilesocialmediamore of what is said or shared. However, when brands get and localised deeply to take into accountthan75%ofsocialnetworkusersonlyaccessthesites positive word of mouth from earned media, it is credible factors such as language, location, time ofvia their mobiles.and powerful. Earned media, and to some extent the social day, past behaviour and stated preferences. TheFilipinosleadtheworldinSMS,withtwobilliontext media aspects of owned media, have more in common with The range of available media is staggering,messages sent every day.public relations than traditional advertising. value-priced, and offers exceptional HongKongpeopletaketheinstantmessagecrown,After we waded through terabytes of statistics on targeting. And this year the true "internetspending twice as much time IMing as anyone else inplatform usage, media consumption, and broadband and experience in the palm of your hand" is nowthe region. mobile penetration in order to compile this Yearbook, available in many urban centres across the MorethanhalftheAsiaPacificregionsonlinepopulationits easy to see why some marketers lose sight of their region,thankstothespreadofsmartphones,3G is Chinese, but they are the least prolific users of search customers and become pre-occupied with the technology. networks, and the applications that run on them. in Asia Pacific.Our hope at the Asia Digital Marketing Association is that There is a battle of epic proportions going on to Australiansspendmoretimeonsocialnetworkingthis Yearbook helps you get beyond facts and figures, and determine which platforms will host the majority of online sitesthan anyone else in the world (seven hours a provides you insights that will make you a better and more users activities. The days when a portal was a webmonth)and27%ofallAustraliansblog. successful marketer. users main access point to the internet are long over,At the end of the day, there really is no such thing as a butitsnotyetclearwhatwilltakeitsplace.WilltheOnline advertising spending has rebounded, following digital strategy, just solid marketing strategies that happen future be driven by search? Social networking? Mobilility? recovery from the recession, and continues to grow. tousedigitalchannels.Noonehasacrystalballintowhat A device? An application? A browser? Microblogging?However, there is no consistent pattern across the region.devices, applications, web services, and sites tomorrows Google,Facebook,Twitter,Apple,Microsoft,SkypeIn2009,Japansonlineadrevenuegrewjust1.2%over customer will use, so stay engaged with your customer and and Yahoo! are just a few of the international players 2008, but hit a milestone: more money was spent on online flexibly follow the trends across multiple platforms. experimenting with different mixtures of applications, media than on newspaper advertising for the first time. In contentanddevicesintheirquesttobedominant.AndLastyearitseemedthatsocialnetworkingandmoreChinain2009,16.69%ofalladspendwasonline.Contrast David Ketchum is Chairman, Asia Digital Marketing in Asia Pacific, some world-class companies are lookingparticularlyFacebookmighttakeoverasthedominantthis statistic with the Philippines, where just 1% of total Association and President of Bite Communications, to meet local needs or expand globally, such as Alibaba, "operatingsystem"oftheinternet.Nowitsclearthereare advertising expenditure is online and SMS reigns supreme. Asia Pacific. Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra multipleplayers.Forexample,peopleonWindowsMobileFor reference, Singapores percentage of online spending and others. Of note: Tencent is now among the top five phonesaccessGmail.SomeoneissearchingBaiduusingstandsatapproximately6%. sites visited globally.a FireFox browser. A teenager is playing a Playfish game These developments are exciting and empowering on Facebook. People are transferring money with Alipay. AWereback! for marketers, advertisers, and their agencies. TheYouTube video is streaming through a Yahoo! site. Someone consolidation of major players in the global internetis Skyping on an Apple laptop, while someone else is IMing industrysuchasGooglespurchaseofDoubleClick ontheirNokia.AChineseteenagerjustconnectedwithafriendonRenRenwitha163.comemailaddress.T and the Microsoft/Yahoo! search deal, offers scale, and unprecedentedreachandfrequencyforonlinemarketing. The platform companies continuously refine their his is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital Thats matched with localised innovation that is bubblingrevenue models and try to grab market share, which Marketing Association (ADMA) with the help of our members and supporters. Thanks to all up and providing new, highly relevant opportunities foris healthy because their platforms interconnect and our contributors for this years collection of information, insights and case studies. And, a huge engagement. The reality is that no one platform is going produce hundreds of thousands of customer touchpoints to win the markret outright, and whether each competitor for marketers to engage. How marketers deploy thesethank you to the ADMAs tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to purports to be "open" or not, they all have the potential to platforms and what campaign ideas will be most successful designerGarryTippingwhoonceagainmadethismammothprojectareality. overlapandunderlieoneanother.ToquoteauthorDavid is far from universal and, as in past years were seeingThe Yearbook is produced by the ADMA as a service to marketing directors, agency Weinbergersbooktitle,theinternetremains"SmallPieces increasing diversity in consumer habits across the region.executivesandbusinesspeoplewhowanttoknowwhatshappeningonlineintheAsiaPacific Loosely Joined" rather than a monolithic, consistent entity, Heres a look at some of the trends in Asia Pacific, and despite various companies attempts. The iPhone (and now of course there is much more detail in each of the countryregion. the iPad) and its apps-and-content ecosystem as helped sections of this Yearbook.Printed copies of the complete Yearbook are available to full members of the ADMA, so join blaze new trails in mobility, e-commerce and content.today if you are not yet a member at www.asiadma.com. As always, the PDF download However, there are also plenty of other cutting edge InternetusersinAsiaPacificspentmorethanversion of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com. devices (30% of the worlds smartphone market is in Asia5.6trillionminutesonlinein2009,andbought Pacific) and plenty of other platforms driving the trend. US$7billioninvirtualgoods.4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5 5. ASiA PACifiC InSeptember2009alone,theregionsinternetusersmade 38.6billionsearches,averagingupto88searchesperuserAsian search engines now easily compete with the restof the world. Chinese site Baidu.com came third behind in that month. Googleandyahoo!inarankingoftopsitesbysearch (SoURCe: CoMSCoRe)trafficinJuly2009.WhileGooglehad76.7billionsearchesthatmonth,givingit67.5%marketshare,yahoo!received Nearlyhalfofallsearchactivity(44.1%)acrosstheregion8.9billionsearches(7.8%marketshare)withBaiduvery inSeptember2009tookplaceonGoogle,representingclosebehindwith8billionsearchesand7%marketshare. 17billionsearches. (SoURCe: CoMSCoRe) (SoURCe: CoMSCoRe)An Asian brand is now in the global top five online how Long Asia Pacific Spent online in 2009 2009 AVeRAGe 2009 totAL2009 AVeRAGe 2009 AVeRAGe properties ranked by time spent. Tencent joins Microsoft, MonthLy UniqUe MinUteS SPent MonthLy MinUteSMonthLyGoogle,yahoo!andFacebookasthesitesinternetusers ViSitoRS (000) onLine (MM) SPent PeRViSitS PeRViSitoRViSitoRspendtheirmosttimeon.Globally,internetusersspent WoRLDWiDe 1,139,370 18,830,9951,376.7 49.0 893millionminutesonTencentinSeptember2009. ASIAPACIFIC 465,291 5,641,870 1,008.4 40.8 (SoURCe: CoMSCoRe) CHINA211,684 2,374,432 858.3 44.6 JAPAN 66,176 887,023 1,114.5 42.4 INDIA 34,766 270,697 646.9 23.1 TheaverageonlineuserinAsiaPacificreceives170 SOUTHKOREA28,606 618,618 1,797.8 59.2 promotional emails a week, nearly half as much as the AUSTRALIA 12,444 178,922 1,198.0 38.5 TAIWAN 11,750 145,324 1,030.637.7averageNorthAmerican(300emailsaweek).(SoURCe: ePSiLon inteRnAtionAL) MALAySIA 9,27194,742 851.6 29.8 HONGKONG 3,89665,684 1,402.5 43.6 SINGAPORE 2,65141,899 1,315.8 39.3 Special offers and discounts seem to work well across Asia, NEWZEALAND 2,54328,303 926.1 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK 33.6 with58%ofAsian(exAustralia)internetuserssayingthey LoCAtionS)made online purchases as a result of a coupon or offerthey received in an email. Asia Pacifics online Gaming Usage in 2009 (SoURCe: ePSiLon inteRnAtionAL) 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe2009 AVeRAGe MonthLy MonthLy UniqUe MonthLy MinUteSMonthLyReACh (%)ViSitoRS (000) SPent PeR ViSitoRViSitS PeRAsia Pacifics top 50 Sites of 2009 ViSitoRSite 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) WORLDWIDE 37.5 426,884 105.89.1 GOOGLESITES277,307 ASIAPACIFIC 30.9 143,63651.97.1 yAHOO!SITES225,320 SINGAPORE 41.21,093 66.57.2 MICROSOFT SITES211,123 SOUTHKOREA34.29,777138.1 11.9 TENCENT 150,396 NEWZEALAND34.1869 86.28.0 BAIDU 146,974 AUSTRALIA 33.94,230 72.27.7 SINA104,565 CHINA 32.468,45830.37.4 ALIBABA.COM83,956 DeMoGR APhiCS Asia Pacifics internet Users 2009HONGKONG 29.51,151118.57.9 NETEASE78,509 MALAySIA 28.32,628 56.05.3 SOHU 77,641 CoUntRyinteRnet PenetRAtionUSeR GRoWth% of USeRS TAIWAN 26.63,133 24.94.5 WIKIMEDIAFOUNDATIONSITES 77,374USeRS (M) RAte (%)2000-2009 (%) in ASiA JAPAN 24.416,19482.18.6 XUNLEINETWORKING70,454 The Asia Pacific region is easily home to the biggest ASIAPACIFIC 764.4320.1568.8 100 INDIA 17.66,117 45.04.1 CBSINTERACTIVE67,693 internetaudienceonearth,withmorethan764million AUSTRALIA 17.0380.1158.1 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRKFACEBOOK 66,339 CHINA384.0028.71,606.750.2 LoCAtionS) internet users as of early 2010. To put this in context, theHONGKONG 4.8769.2113.7 0.6TUDOUSITES56,537AMAZONSITES 53,115 restoftheworldhasaround995millioninternetusersINDIA 81.007.0 1,52010.6 Asia Pacifics Social networking Users KUGOU51,506 INDONESIA 30.0012.51,400 3.9 between them. JAPAN 95.9775.5103.912.6 MARKet totAL inteRnet SoCiAL netWoRKinG% of inteRnet yOUKU49,235 (SoURCe: inteRnetWoRLDStAtS)USeRS*(000)USeRS (000) USeRS OAKPACIFICINTERACTIVESITES48,418 MALAySIA 16.9065.7356.8 2.2 CHINA 215,460105,37949APPLE46,398 NEWZEALAND 3.5083.1321.7 HONGKONG 3,921 2,502 64PCONLINE.CNSITES45,974 Its not only the biggest, its the fastest growing too. Asia PHILIPPINES 24.0024.51,100 3.1 INDIA35,432 22,25963EBAy 40,479 SINGAPORE 3.3772.4180.8 0.4 Pacific now plays home to the fastest growing internetSOUTHKOREA37.47 77.396.8 4.9 INDONESIA 6,014 5,074 84RAKUTEN39,079 population in the world. China, India and Japan wereJAPAN67,586 24,27636FC238,357 TAIWAN 15.1465.9141.9 2.0 MALAySIA9,400 6,344 67AOL37,328 mainly to thank for Asias 22% increase in usage in the THAILAND 16.1024.4600.0 2.1 PHILIPPINES 4,526 3,924 87GMOINTERNETGROUP 36,849 VIETNAM 22.7725.7 11,289.9 3.0 yearuptoSeptember2009,withChinatakinghome(SoURCe: inteRnetWoRLDStAtS; APRiL 2010) SINGAPORE 2,696 2,085 77NTTGROUP35,588 SOUTHKOREA28,978 16,6325756 35,311 the prize for the fastest-growing country in Asia. ChinaTAIWAN 11,932 7,565 63ADOBESITES35,030 experienced a 31% surge of internet users in that period, VIETNAM 5,625 2,947 52PPSTREAM 34,928 (SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL bringing its own total audience to 220.8 million.LIVEDOOR32,834 USeR BehAVioUR CoMPUteRS) (SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe)NHN31,497CyBERAGENT 31,059WORDPRESS30,961 Asia Pacific will also be the main driving force behind the The Asia Pacific regions internet users spent more than LyCOSSITES30,665 global adoption of broadband moving forward. By 2013, 5.6trillionminutesonlinebetweenthemin2009. onLine ADVeRtiSinG THEMOZILLAORGANISATION 29,560 (SoURCe: CoMSCoRe) NIFTy29,425 theregionisexpectedtobehometo49%oftheglobalASKNETWORK27,656 broadband market. There are anticipated to be more than Half of the top 20 sites across the Asia Pacific region arePHOENIXTELEVISION 27,472 On average, internet users across the Asia Pacific region 640millionbroadbandusersworldwideby2013.There based in China.SONyONLINE27,260 eachspent1,008.4minutesonlinepermonthin2009, (SoURCe: CoMSCoRe) RECRUITCO 25,738 arecurrentlymorethan160millionbroadbandsubscriberslowerthantheworldmonthlyaverageof1,376.7minutes.QIANQIAN 25,713 across Asia Pacific.(SoURCe: CoMSCoRe) On a regional basis, Asia Pacific is now only slightly behindKAKAKU 25,651 (SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS)PCPOPSITES25,459 Europe and the Middle East (EMEA) in the spammingXINHUANEWSAGENCy 25,028 Search is a considerably more popular activity today FOXINTERACTIVEMEDIA24,732 Four out of the top 10 countries in the world ranked by stakes.InOctober2009,nearlyonequarter(23%)ofall amongst the regions internet users than it was a year CHINAByTETECHNOLOGyCO. 23,536 home broadband use are from Asia. South Korea topsspam globally orginated from Asia, compared to the 28% SAKURAINTERNET23,513 ago. In the space of one year (from September 2008 to thelist,with95%ofitshomesnowhavingaccessto that came from EMEA. TOM.COM 23,121 September2009)thenumberofsearchesconductedby(SoURCe: SyMAnteC) KINGSOFT 22,587 broadband; followed by Singapore (88%) in second place; Asia Pacific users jumped by 33%.4399 22,457(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK with Taiwan and Hong Kong in joint fifth place (81%). (SoURCe: MeDiA/CoMSCoRe) LoCAtionS) (SoURCe: AfP/StRAteGy AnALytiCS)6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7 6. Asia Pacific online Ad Spend: 2009-2012Why Asians Unsubscribe from emailsMoney talks, particularly if its made of plastic. Of theMobile service revenues for the Asia Pacific region are MARKetyeAR (US$ MiLLion) ReASon % of APAC % of noRth AMeRiCA regions internet users who do shop online, a sizeable 83% tippedtohitUS$326.37billionbytheendof2013,an20092010 2011 2012ReSPonDentSReSPonDentS AUSTRALIA 1,5971,748 1,888 2,002 IRRELEVANTCONTENT 6267 of them said in a survey that they would continue to do so increaseofmorethan16%fromtheendof2009. CHINA3,2714,089 5,152 6,594 RECEIVETOOFREQUENTLy 5664 with the aid of electronic payment cards.(SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA) HONGKONG 138146 157 169 THINKADDRESSBEINGSHARED/SOLD3050 (SoURCe: SinA.CoM/ViSA) INDIA101117 134 154 DONTRECALLSIGNINGUP2048Asia Pacific is the fastest growing market in terms of mobile INDONESIA 0.91.0 1.4 1.8 PRIVACyCONCERNS 2932 JAPAN7,3247,910 8,724 9,509 (SoURCe: ePSiLon inteRnAtionAL) Whentheregionsinternetusersdoshoponlinetheydontmultimediarevenue,andisexpectedtogenerateUS$13.3 MALAySIA 26 344148 just stick to local retailers. According to one survey, more billionin2013,representingaCAGRof13.8%from2008. NEWZEALAND 214251 343 349 Why Asians open Permission-Based emails (PBes)thanonethird(39%)ofonlineuserssaidtheyhadshopped(SoURCe: ieMARKetReSeARCh) SINGAPORE 16 171819tyPe of SUBjeCt% of APAC % of noRth AMeRiCA from overseas websites. The countries which showed the SOUTHKOREA 1,2361,397 1,536 1,690Line ContentReSPonDentSReSPonDentS Music is expected to drive the regions mobile multimedia TAIWAN 208229 252 277DISCOUNTOFFER 6659 biggest tendency towards shopping internationally are THAILAND 77 7 8market moving forward. Revenue generated from AsiaFREEPRODUCTOFFER 6357 China and India. VIETNAM0.80.9 1.1 1.3CONTAINSFAMILIARBRANDNAME 6050 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)PacificsmobilemusicsectorisexpectedtoreachUS$6.72 ASIAPACIFIC 14,142 15,94918,25820,827 (SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009)BREAKINGINFO/NEWS 4934billionby2013,asignificantleapfromtheUS$2.27billionNEWPRODUCTANNOUNCEMENT 4829FREESHIPPINGOFFER4236 What Asia Pacific is Doing onlinegenerated in 2008. Asia Pacifics top Social networks in 2009 CONTAINSRECENTPURCHASEINFO4334 Key Site CAteGoRieS (% ReACh)(SoURCe: ieMARKetReSeARCh) PRoPeRty 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) LIMITED TIME OFFER48 31 ENTERTAINMENT71.2 TOTALINTERNET:TOTALAUDIENCE 465,291 CONTAINSMyNAME 3716 EMAIL59.0 There were expected to be 1 billion mobile subscribers in SOCIALNETWORKING 254,209 OTHER 5 7 SOCIALNETWORKING56.1 FACEBOOK 66,339 (SoURCe: ePSiLon inteRnAtionAL) NEWS/INFORMATION55.2 NorthAsiaalonebytheendof2009,with80%ofthem BAIDUSPACE48,212 RETAIL54.4 living in China. Those subscribers were anticipated to QQ.COMALUMNI28,410 BLOGS 48.5 WINDOWSLIVEPROFILE 22,792What Asians do After opening PBes TECHNOLOGy47.6 generateasmuchasUS$183billioninrevenuesforthat ORKUT22,454ACtion % of APAC % of noRth AMeRiCA COMMUNITy 47.5 year.ReSPonDentSReSPonDentSGAMES 47.1 CyWORLD19,377(SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn)CLICKONAWEBSITE 8769 BUSINESS/FINANCE 39.9 QQ.COMMINIWORLD17,919ENTERSWEEPSTAKESORPROMOTION 5767 PHOTOS 34.2 KAIXIN00116,405WATCHVIDEOCLIP 6346 INSTANTMESSAGING 31.8 By2014,thenumberofmobilesubscribersinNorthAsia HI515,886 FRIENDSTER 15,832PURCHASEONLINE6246 SPORTS26.3 shouldexceed1.37billion,reflectingaCAGRof7.7%PURCHASEOFFLINEATRETAILSTORE 5848 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS) SIGNUPFORMOREINFORMATION 6738EDUCATION 23.6 (2008-2014). Mobile revenues meanwhile are expected toTRAVEL22.7CLICKONADVERTISEDLINKINNEWSLETTER 6234 CAREERSERVICESAND 20.8 jumptoUS$229.8billionbytheendofthat2014aCAGR Asia Pacifics top 20 Digital Brands of 2009 PLAyAGAME(SoURCe: ePSiLon inteRnAtionAL)5539 AUTOMOTIVE 17.6 of5.2%forthesameperiod. RAnK BRAnD HEALTH 14.8(SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn) 1 MCDONALDSGOVERNMENT 10.1(SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 2 NOKIA 3KFC Therewereexpectedtobeasmanyas453.3million 4COCA-COLA e-CoMMeRCeAsia Pacifics top online Retail Product CategoriesmobilesubscribersinsoutheastAsiabytheendof2009. 5 NIKERetAiL SUBCAteGoRy (% ReACh) Currentlyjust6%ofthemor22.9millionpeopleare 6 SONy 7 SAMSUNG The"virtualgoods"industryinAsiaisworthUS$7billion,RETAIL 54.4 3Gsubscribers.COMPARISONSHOPPING21.4 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 8ADIDASputtingtheUS$1billionthatisgeneratedintheUS BOOKS17.8 9 PIZZAHUT 10NESTLEconsiderably in the shade. Asias top market, China, wasCOMPUTERHARDWARE11.3 The south east Asian mobile market is currently valued atCONSUMERELECTRONICS 11.0 11 PEPSI expectedtogeneratearoundUS$5billioninvirtualgoodsCOMPUTERSOFTWARE 9.2 US$32billion.However,whilethenumberofsubscribers 12CANON 13 TOYOTAtransactionsin2009alone.OthermarketsleadingAsias APPAREL 8.9 roseatarateof18.4%over2009,thebillingsrateforthatHEALTHCARE 5.1 14HEINEKENdominance in the virtual goods market include Japan and MALL5.1 periodrosebyamoremodest13.6%.Muchofthishas 15CITIBANKSouthKoreabothplayinghometothrivingonlineand FRAGRANCES/COSMETICS3.8 to do with the newest batch of subscribers coming from 16OLAy 17HONDA mobile gaming industries. RETAIL-MUSIC3.5 emerging markets such as Cambodia, Vietnam, Indonesia(SoURCe: +8*/ViRtUALGooDSneWS.CoM)RETAIL-FOOD 3.0 18 PHILIPS 19VISADEPARTMENTSTORES 2.8 andthePhilippines,allexhibitinglowerARPUs.TICKETS 1.9 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 20HEAD&SHOULDERSIn a survey of six countries across Asia Pacific, anFLOWERS/GIFTS/GREETINGS 1.7 (SoURCe: tnS/DiGitAL MeDiA)overwhelming proportion of the regions online population JEWELRy/LUXURyGOODS/ACCESSORIES1.4 By the end of 2014, south east Asia could have as many asCONSUMERGOODS1.4 how Asia Pacific Defines Spam vs north America (89%)saidtheyhadshoppedonlineinthepastyear.The SPORTS/OUTDOOR1.4 606millionmobilesubscribers,generatingaroundUS$36.2 Definition % of APAC % of noRth AMeRiCAAsian countries who show the biggest preference for onlineHOMEFURNISHINGS1.3 billion in mobile revenues in that year. ReSPonDentSReSPonDentS TOYS1.2shoppingareSouthKorea(97%ofrespondentswhosaid(SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009) (SoURCe: fRoSt & SULLiVAn) EMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM 6783 EMAILSOFANOFFENSIVESUBJECTMATTER6971theyshoppedonline),China(94%),Japan(94%)and ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO 5473Australia(89%). Asians continue to lead the world when it comes to the EMAILERSFROMSENDERSWHOAREUNKNOWNTOME5276(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)love of mobile shopping. In a survey, almost eight out of ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX ANyEMAILIRECEIVETHATIDONTWANT,REGARDLESS 4245 MoBiLe ten mobile users in Asia Pacific "reported some mobile OFWHETHERISUBSCRIBED3939Whatareinternetusersacrosstheregionbuyingonline?shoppingactivity",whilenearlyaquarterofthem(23%) ANyEMAILSENTTOMEFROMASENDERWHOISNOT Much the same as always, according to one survey whichAsia Pacific buys more phones than any other region on made some form of mobile purchase in the month of ONMyADDRESSBOOKORAPPROVEDSENDERLIST 2945 ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOfound the most popular items purchased online over theearth.Nearly480millionmobiledevicesweresoldacross December2009. SENDMEMAILATONETIME,BUTTHATINOLONGERpastyearhavebeenclothes(55%),books(50%)and Asiain2009(comparedtolessthan200millioninWestern(SoURCe: MotoRoLA/eMARKeteR) WISHTORECEIVE3239musicdownloads(49%).Europe). And this year, the number will surpass half a EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITH(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)billion,accordingtoestimates,withnearly547millionWhileAsiadoesnotcurrentlyleadtheworldinterms OFFLINE,BUTTOWHOMINEVERGAVEPERMISSIONTOCONTACT ME VIA EMAIL28 34expected to be sold across the region. of mobile payments, it is showing strong growth in this EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUT And why do the regions internet users shop online(SoURCe: GARtneR)area, with payment transaction values estimated to reach THATCOMETOOFREQUENTLy 2331anyway? According to the same survey, the most popular US$29.8billionin2013.Pre-paidtopupsareexpected ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE, EVENIFIKNOWTHESENDER2726reasons are the convenience of being able to shop anytime There are currently around 2.03 billion mobile subscribers toaccountfor50%ofthisamount,followedbymoney (SoURCe: ePSiLon inteRnAtionAL)(80%); to be able to compare prices and get better dealsinAsiaPacific.Thatsexpectedtoincreaseto2.53billiontransfers as the next largest mobile payment category.(79%);tofindandcompareproducts(78%);andtohunt bytheendof2013,anincreaseofnearly25%.Chinaand(SoURCe: ieMARKetReSeARCh)aroundforbargains(75%).IndiawontbetheonlycountriestodrivethisgrowthBy 2012, it is expected that there will be around 123(SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR)Indonesia, the Philippines and Vietnam are expected to million mobile payment users in the Asia Pacific region. (SoURCe: ieMARKetReSeARCh)display subscriptions booms as well.(SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9 7. The mobile phone is becoming the favoured device for young Asians to connect to social networking sites accordingtoonesurvey.Morethan50%ofChinese, Indian, South Korean and Thai mobile users prefer to use their handsets over their PCs for this purpose, it estimates. (SoURCe: teLeCoMASiA.net/iDC) Around 30% of the global market for smartphones lies in the Asia Pacific region. (SoURCe: MMA) By2015,thereisexpectedtobearound347million smartphone users in Asia Pacific-ex Japan. Caroline ChanGeneral Manager (SoURCe: CReDit SUiSSe) Withmoresmartphonesonthemarket,itspredictedOMD Hong Kong that non-SMS wireless broadband data revenues in Asia- exJapanwillbeboostedfromUS$1.3billionin2009toFoodie $14.5billionattheendof2015.Ofthisrevenue,17.4%is expected to be generated by non-SMS data use. (SoURCe: teLeCoMASiA.net/CReDit SUiSSe) Asia Pacific is surely home to the most prolific texters on earth.Itisestimatedthatastaggering1.9trillionSMS Windows Live Messenger: messagesweresentin2009alone,a15.5%increaseon Ask friends for restaurant 2008. And expectations are already set that mobile users across Asia will send 2.1 trillion messages to each other in recommendations. 2010,anincreaseof12.7%on2009. (SoURCe: GARtneR) CBing: Read restaurant reviews. action-adventuregamearoundtheseries,GameCreatorM The Asia Pacific mobile healthcare market could be worthis the online "destination" for young gamers. The highly asmuchasUS$1billionby2010.interactiveelementofGameCreator,whichgivesplayers YInternet Explorer: Find the (SoURCe: MMA/SoLiDiAnCe) the power to create their own games and pass their CMlocation & check the menu. Asia Pacifics Mobile Shopping Activities completed creation to their friends, was recognised by MY ACtiVity ASiA PACifiC(% of ReSPonDentS)WoRLDWiDe thedigitalinvestmentsfromouradvertisers.WithBen10 GameCreator,clientswereCYMSN: Blog about the food& atmosphere. CALLEDTOASKSOMEONEABOUTAPRODUCTIMIGHTPURCHASE51.6 30.8 TEXTEDTOASKSOMEONEABOUTAPRODUCTIMIGHTPURCHASE 37.721.3 provided with four excitingCMY SENTAPICTUREOFAPRODUCTIMIGHTPURCHASE29.3 16.3 advertising placements USEDMOBILEPHONETOACCESSINTERNETTOLOOKATPRODUCTK REVIEWSOROTHERINFORMATION35.9 14.3 options: top leader-board, USEDMOBILEPHONETOACCESSINTERNETTOCOMPAREPRICES 34.5 14.2 a15-secondFlashgame USEDMOBILEPHONETOACCESSINTERNETTOGETCOUPONSOR SPECIALOFFERSWHILESHOPPING 28.08.5 pre-loader, sponsor logo MADEANINTERNETPURCHASEDIRECTLyONTHEMOBILEPHONE 23.06.9 placement and game USEDMOBILEPHONEFORATLEASTONEOFTHEABOVE pagebrandingallowing SHOPPING-RELATEDACTIVITIES 78.0 51.4 (SoURCe: eMARKeteR/MotoRoLA jAnUARy 2010) maximum flexibility for marketers to spread their message to key audiences. Results: Following theBe part of their inner circle CASe StUDy launch in early March Client:Bankee(Philippines),Funtastic(Australia),Wrigley 2009acrosseightCartoon (India) and Taiwan Mobile (Taiwan)NetworkAsiasites,the Agency:CartoonNetwork platform saw the following Campaign:BEN10GameCreator results: -384,405gamescreated. objective: To open up a desirable platform for marketers -70,000uniqueusers. Caroline is one of millions of professionals who continuously use our products, tools and to effectively tap into a pool of a highly engaged audience of young gamers and content creators. -Morethan78millionservices to stay close to the things that matter most, things that are off limits to all but her Strategy: To effectively engage with todays digitalgame plays. natives,CartoonNetworklaunchedBen10GameCreatormost trusted family, friends and associates. andBen10AlienForceMMOGtofurtherenhanceitsuser- generated content offering. The projects provide a platform for marketers in search of deeper interaction with theirIf you want to talk to people like Caroline, talk to us. target audiences. The strategy here was to leverage on the immense popularity of the free, online gaming platform that merges the popular animated action franchise with user-generatedcontentthefirstgameofitskind. Details:ByallowingBEN10:AlienForcefanstoaccess tools and animations needed to easily build their own10 asia pacific digital marketing yearbookasia pacific digital marketing yearbook 11 8. AUStRALiA how Australians Connect ConneCtion DiAL UP 000% how often Australians go online eVeRyDAyfReqUenCy of ConneCtinG to the inteRnetAt LeAStAt LeASt At LeASt ANALOG1,077 13WeeKLy MonthLy yeARLy ISDN/OTHER 100 000 % 000 %000 % 000 % AGe TOTALDIAL-UP 1,087 13 1517511 68 226 30 non DiAL-UP 18241,146 69 464 28 DSL 4,171 50 25341,558 65 742 3170 3 10 0 WiReLeSS 35441,266 51 1,024 42 155 6 14 1 FIXED 1602 45541,117 52 842 39 181 8 21 1 MOBILE1,961 23 5564774 56 508 3695 7 16 1 TOTALWIRELESS2,121 25 65OROVER 374 48 318 4163 8 22 3 SATELLITE901 GenDeR CABLEANDFIBRE 931 11 MALE 3,431 59 1,988 34 342 6 48 1 ISDN/OTHER 20 FEMALE 3,315 57 2,137 37 281 5 40 1 CoMBineD ConneCtionS PeRSonAL inCoMe TOTALNONDIAL-UP 7,33387 LESSTHAN$40,0003,206 60 1,875 35 277 5 29 1 TOTALALLSUBSCRIBERS 8,420 100 $40,000$79,9991,845 56 1,211 37 192 6 22 1 SPeeD $80,000$119,999 559 60 322 3446 57 1 LESSTHAN256KBPS 1,103 13 $120,000OROVER 344 65 162 3116 36 1 BRoADBAnD COULDNOTBEDETERMINED792 54 556 3892 6 23 2 256KBPSTOLESSTHAN512KBPS1,297 15 eMPLoyMent StAtUS 512KBPSTOLESSTHAN1.5MBPS1,249 15 EMPLOyED 5,002 58 3,093 36 486 6 61 1 1.5MBPSTOLESSTHAN8MBPS2,529 30 NOTEMPLOyED 1,744 59 1,032 35 137 5 27 1 8MBPSTOLESSTHAN24MBPS 1,800 21 INDIGENOUSSTATUS 24MBPSORGREATER 4435 (SoURCe: ABS; jUne 2009)NONINDIGENOUS 6,695 58 4,089 36 610 5 88 1 INDIGENOUS51 5136 3613 13 0 0 eDUCAtion BACHELORDEGREEORABOVE 2,031 68 846 2894 3 16 1 ADVANCEDDIPLOMAORDIPLOMA805 59 458 3483 6 16 1 USeR BehAVioURCERTIFICATE981 49 849 42 162 8 16 1 yEAR12ORBELOW 2,813 56 1,917 38 278 6 39 1 TOTAL6,746 58 4,125 36 624 5 88 1 WhenAustralianslogonathome,itsmainlyforpersonal(SoURCe: ABS; DeC 2009; SeLeCteD finDinGS) reasons,with96%ofhomeuserssayingthiswasthecase. Lessthanhalfofthem,meanwhile(46%)workonline. (SoURCe: ABS)Uluru(AyersRock)intheAustralianOutback onLine ADVeRtiSinG Australianinternetusersspentanaverageof57hours onlineathomein2Q2009,rackingupatotalof3,099 AtotalofAU$1.87billionwasspentononlineadvertisingin page views per person in that period. Australiain2009,a9.4%increase($161million)on2008. (SoURCe: ACMA)(SoURCe: iAB/PWC) DeMoGR APhiCSAustralias internet Users 2009 AGe 000Morethanaquarter(27%)ofAustraliansblog.Theincreaseinonlineadspendin2009wasmainlydue 1517853 (SoURCe: ACMA) tothe17%growthinsearchanddirectoriesadvertising,Australiacurrentlyhasmorethan17millioninternetusers 1824 2,063 whichbroughtinAU$944.25millionin2009comparedtoin the country, representing a penetration rate of 80.1%.2534 2,945HealthclearlymatterstoonlineAustralians.Nearlythree 3544 3,063$806.5millionin2008.Generaldisplaycontributed$498(SoURCe: inteRnetWoRLDStAtS) 4554 2,936quartersofthem(62%)havelookeduphealthinformation million,withtheremaining$429millioncomingfrom 5564 2,409ontheinternet,with50%ofthemusingthatinformationAustraliasinternetuserbasegrew158.1%between2000 65OROVER2,66 classified advertising. to diagnose themselves.and2009. (SoURCe: iAB/PWC) GenDeR (SoURCe: tnS)(SoURCe: inteRnetWoRLDStAtS) MALE8,345 FEMALE8,593Search and directories dominated online ad spend taking PeRSonAL inCoMe MorethanonequarterofonlineAustralians(27%)feltthatNearlythreequarters(72%)ofAustralianhouseholdsnowLESSTHAN$40,000 8,962up50.5%ofexpenditurein2009;followedbygeneral the internet allowed them to diagnose and treat themselveshave home internet access. In the last decade, household $40,000$79,999 4,158display(26.6%);thenclassified(22.9%). $80,000$119,9991,050without the aid of a doctor.accesstothewebhasmorethanquadrupled. (SoURCe: iAB/PWC) (SoURCe: tnS) $120,000OROVER581(SoURCe: ABS) NOTDETERMINED2,187 The biggest spenders on online advertising came from eMPLoyMent StAtUS More Australians are logging on to social media, with moreBroadband access has now reached around two thirds EMPLOYED11,008thefinancesectorin2009,takingup19%ofonline NOTEMPLOyED5,930than70%ofonlineusersvisitingsocialnetworkingsitesin(62%)ofAustralianhomesor5millionhouseholdsand ad expenditure. The next top spenders came from the INDIGENOUSSTATUSJune2009,anincreaseof29%on2008.86%ofhomeswithinternetaccessnowhavebroadbandNONINDIGENOUS 16,747(SoURCe: CoMSCoRe)computers&communicationindustrycategory,takingconnections. The Australian Capital Territory has theINDIGENOUS190up12.72%ofonlineadspend,closelyfollowedby eDUCAtionhighestproportionofbroadbandhouseholds(74%ofallBACHELORDEGREEORABOVE3,410 Morethan70%ofAustralianinternetuserspaidavisitto motorvehicles,with12.46%ofoverallonlineadspend.homes) of any state in Australia.ADVANCEDDIPLOMAORDIPLOMA 1,667asocialnetworkingsiteinJune2009,representingnearly The category that spent the least? Office and business CERTIFICATE 2,867(SoURCe: ABS) 9millionpeople.Facebookdominatedthesector,attractingequipment,withjust0.21%. yEAR12ORBELOW8,685 StAte oR teRRitoRy of USUAL ReSiDenCe morethan6millionvisitors,agrowthof95%on2008.(SoURCe: iAB/PWC)Homeisthefavouriteaccesslocationfor68%ofAustralian NEWSOUTHWALES 5,560(SoURCe: MARKetinGVox)internetusersthatareaged15andover.VICTORIA4,272TheFMCGsectormaynotbethebiggestonlinespendersin(SoURCe: ABS)QUEENSLAND3,346They may not be the biggest online audience in the world, Australia, but in the last year they have shown the biggest SOUTHAUSTRALIA 1,277 WESTERNAUSTRALIA 1,694but when it comes to social networking, they can certainlyincreaseinonlineadexpenditure,addingAU$7.1milliontoNearlyall(96%)ofhomeusersmainlyusedtheinternetat TASMANIA392be the most dedicated. Australians spent more time on theamounttheyspentin2009comparedto2008.home for personal and private purposes. Less than half ofNORTHERNTERRITORy125 socialnetworkingsitesinDecember2009thananyoneelse(SoURCe: iAB/PWC)them(46%)tendtoworkonline.AUSTRALIANCAPITALTERRITORy271 (SoURCe: ABS DeC 2009; SeLeCteD finDinGS) intheworld,rackingupnearly7hoursonsocialmedia(SoURCe: ABS) Whiletraditionalmediasectorsrecordeddropsin sites,moresothantheirpeersincountriessuchastheUS, advertisingspendinthefirsthalfof2009,onlineactually UKorJapan. (SoURCe: the nieLSen CoMPAny) managed a 12% increase in ad revenues, generating AU$892.5million. (SoURCe: MARKetinG inteRACtiVe/CeASA) 12 asia pacific digital marketing yearbookasia pacific digital marketing yearbook 13 9. However, despite a 41% increase in the number of online advertisersanda19%increaseinthenumberofbanner ads, general display online ad revenues in Australia at end GORILLANATION BREAKMEDIANETWORK AOLMUSIC1,2291,123965The Institute ofDigital Enlightenment UGOENTERTAINMENT 944 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) ofQ3fellby5%comparedtothesamequarterin2008. (SoURCe: DiGitAL MeDiA/nieLSen) Australian General Display online Ad Spend 2009 ADVeRtiSeR inDUStRy CAteGoRy AU$ (000) % of SPenD The drop in display ad revenue could be down to one FINANCE 94,65419.01 thing: Australians are among the least likely in the worldMADEUPOF: to actually click on general display ads, according to one-BUSINESSBANKING4,2710.86 -CREDITCARDS 19,4353.90 survey. -HOMELOANS 27,1605.45 (SoURCe: DiGitAL MeDiA/nieLSen) -SUPERANNUATION1,7240.35 -PERSONALBANKING 21,0954.24 Australians may not like clicking on many online ads, but aBecome one of the most skilled digital -WEALTHMANAGEMENT 6,7721.36 -OTHER14,1972.85 lot of them remember them. One third of internet users areCOMPUTERS&COMMUNICATION63,365 12.72 able to recall the ad when asked and 41% of them can link MADEUPOF:marketing practitioners in the world and have a -COMPUTERHARDWARE21,543 4.33 the brand to an un-branded ad. (SoURCe: nieLSen) -COMPUTERSOFTWARE 5,344 1.07 -TELECOMMUNICATIONS 28,797 5.78 -INTERNET/ISP7,681 1.54 The search advertising market in Australia saw growth rates of30%intheyear2008/9andisprojectedtogrowata MOTORVEHICLES MADEUPOF: -INTERNETSITES62,051 3,19712.46 0.64 professional qualification to prove it! slowerCAGRof20%until2014.Onlinedirectoriesrevenue-MANUFACTURERS51,34710.31 grew by 21% in the same year, slightly lower than the 22% -DEALERS 1,734 0.35 -OTHER 5,773 1.16 growthratesseenin2007/8.Theonlinedirectoriesmarket TRAVEL/ACCOMMODATION 35,290 7.09 isexpectedtosustainCAGRof15%between2010andMADEUPOF: 2014. -FLIGHTS13,0982.63 (SoURCe: fRoSt & SULLiVAn)-ACCOMMODATION 7,8231.57 - CAR HIRE1,0440.21 -HOLIDAyPACKAGES/AGENTS 3,9330.79 Australias top Sites for 2009-OTHER 9,3921.89 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ENTERTAINMENT&LEISURE38,8827.81 GOOGLESITES10,547 MADEUPOF: MICROSOFTSITES 9,668-MUSIC 1,9010.38 FACEBOOK6,648-MOVIES 14,0452.82 yAHOO!SITES5,731-GAMES/CONSOLES4,4390.89 EBAy4,953-OTHER18,4973.71 APPLE 4,185MEDIA 21,4654.31 TELSTRA4,103FMCG 26,6045.34 FOXINTERACTIVEMEDIA 4,072MADEUPOF: WIKIMEDIAFOUNDATIONSITES3,940-FOOD 12,7862.57 NEWSINTERACTIVE3,125-BEVERAGES(NON-ALCOHOLIC) 6,3651.28 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) -OTHER 7,4531.50 REALESTATE20,2734.07 Australias top Gaming Sites for 2009 RETAIL 17,8313.58 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) INSURANCE15,9173.20 ONLINEGAMING 4,230HEALTH,BEAUTy,PHARMACEUTICALS22,9384.61 WILDTANGENTNETWORK950 GOVERNMENT 20,2014.06 MINICLIP 803 OTHER25,8585.19 NICKELODEONCASUALGAMES 582 RECRUITMENT 7,0811.42 MSNGAMES560 ALCOHOLICBEVERAGES7,9681.60 EAONLINE383 EDUCATION&LEARNING8,3661.68 DISNEyGAMES 362 HOMEPRODUCTS&SERVICES3,4590.69 SPILGAMES 269 COMMUNITy/PUBLICSERVICE4,7620.96 WORLDOFWARCRAFT(APP)261 OFFICE&BUSINESSEQUIPMENT 1,0350.21 (SoURCe: iAB/PWC) UNIVERSALMULTIPLAyERGAMEENTERTAINMENT 256 AOLGAMES226 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) how Australians Define Spam Definition % of AUStRALiAn ReSPonDentS Australias top Retail Sites for 2009 EMAILSTHATINTENDTOTRICKMEINTOOPENINGTHEM852009 AVeRAGe MonthLy UniqUe ViSitoRS (000)EMAILERSFROMSENDERSWHOAREUNKNOWNTOME 76 RETAIL7,201ANyEMAILIRECEIVETHATIDIDNOTASKFORORSUBSCRIBETO77 AMAZONSITES 2,288 EMAILSOFANOFFENSIVESUBJECTMATTER 74 APPLEWORLDWIDESITES2,100 ANyEMAILSENTTOMEFROMASENDERWHOISNOTONMyADDRESS COLESGROUP 944BOOKORAPPROVEDSENDERLIST43 SHOPPING.COMSITES911ALLEMAILSTHATAREFILTEREDINTOTHEJUNKMAILBOX46 WOOLWORTHS 828ANEMAILFROMACOMPANyIMAyHAVEGIVENPERMISSIONTOSENDME GETPRICE.COM.AU 515MAILATONETIME,BUTTHATINOLONGERWISHTORECEIVE35 TICKETEK490ANyEMAILIRECEIVETHATIDONTWANT,REGARDLESSOFWHETHERISUBSCRIBED 38 AMERICANGREETINGSPROPERTy409EMAILSFROMCOMPANIESIHAVEARELATIONSHIPWITHOFFLINE,BUTTO DEALSDIRECT.COM.AU381WHOMINEVERGAVEPERMISSIONTOCONTACTMEVIAEMAIL41 EMAILSFROMACOMPANyIHAVEDONEBUSINESSWITHBUTTHATCOMETOOFREQUENTLy 31 MySHOPPING.COM.AU 343 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) ANyEMAILTHATTRIESTOSELLMEAPRODUCTORSERVICE,EVENIFIKNOWTHESENDER (SoURCe: ePSiLon inteRnAtionAL)23 For more information, and to request Australias top entertainment Sites for 20092009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Why Australians Unsubscribe from emails your course prospectus, email to ENTERTAINMENT yOUTUBE 9,1315,749 ReASon IRRELEVANTCONTENT RECEIVETOOFREQUENTLy% of AUStRALiAn ReSPonDentS 72 59 In association with: education@asiadma.com or visit www.theidm.com/adma ITUNESSOFTWARE(APP)3,537 CBSINTERACTIVE 2,758THINKADDRESSBEINGSHARED/SOLD40 VIACOMDIGITAL 1,595 DONTRECALLSIGNINGUP38 VEVO 1,347 PRIVACyCONCERNS 29 (SOURCE:EPSILONINTERNATIONAL) IMDB 1,29214 asia pacific digital marketing yearbookasia pacific digital marketing yearbook 15 10. Why Australians open Permission-Based emailsINDIGENOUSSTATUS Otherthanshop,morethanonequarter(27%)ofmobile NONINDIGENOUS 7,940644,51636 tyPe of SUBjeCt% of AUStRALiAn INDIGENOUS5143 6857Australianshavedownloadedvideosviatheirphones;25% CASe StUDy Line ContentReSPonDentS FREEPRODUCTOFFER68 LeVeL of hiGheSt eDUCAtionAL AttAinMenthavedownloadedgames;17%havewatchedmobileTV DISCOUNTOFFER62 BACHELORDEGREEORABOVE 2,4797870522and 12% have used their phone to scan a bar code. Client: LionNathan ADVANCEDDIPLOMAORDIPLOMA1,0597242128 CONTAINSFAMILIARBRANDNAME47 CERTIFICATE1,3776381337(SoURCe: SenSiS)Agency: Holler Sydney NEWPRODUCTANNOUNCEMENT42 CONTAINSRECENTPURCHASEINFO 38 yEAR12ORBELOW 2,951532,57547Campaign: Becks BERSELEKTOR FREESHIPPINGOFFER 32 StAte oR teRRitoRy of USUAL ReSiDenCeSocial networking for Australians isnt just conducted over objective: The challenge: bring Becks positioning of NEWSOUTHWALES2,488611,59439 CONTAINSMyNAME29 VICTORIA 2,031631,19837thePCtheyaregettinginontheactwiththeirphones"Different by choice" to life across its sponsorship of the TIMEOFFER27 BREAKINGINFO/NEWS20 QUEENSLAND 1,6476782433too, with 40% of mobile Australians using their phone toMelbourne, Adelaide, Perth and Sydney Festivals. Take into OTHER6 SOUTHAUSTRALIA5706333537accessasocialnetworkingsite.Morethanonequarter consideration that the audience is mostly out and about WESTERNAUSTRALIA8296445836 (SoURCe: ePSiLon inteRnAtionAL) TASMANIA 18368 8532(27%)ofthemhavereadablogviatheirmobiles;12%and wants to enjoy the best their city has to offer during NORTHERNTERRITORy6666 3434have actually written a blog using their phone; and 8%each Festival. AUSTRALIANCAPITALTERRITORy 17776 5624 TOTAL7,992644,58436have used Twitter specifically with their phones. e-CoMMeRCe(SoURCe: SenSiS) (SoURCe: ABS DeC 2009; SeLeCteD finDinGS; PeRSonS 15 AnD oVeR; USe of the inteRnet to PURChASe oR oRDeR GooDS oR SeRViCeSfoR PRiVAte PURPoSeS in the LASt 12 MonthS200809)Young Australians are yet to get on board with mobile Around8millioninternetusersshoppedonlinein2009,top online Retail Subcategories in Australia social networking, however. According to one survey of representing64%ofallAustralianswhoaccessedthe CAteGoRy % ReACh18-35yearoldswhousesocialmedia,only19%ofthemin internet. RETAIL 57.5 (SoURCe: ABS) COMPARISONSHOPPING18.2 Australia are actually using their phones for this function. BOOKS21.1(SoURCe: teLeCoMASiA.net/iDC) COMPUTERHARDWARE22.4 Australiansarebigonshoppingonline.Now,85%ofCONSUMERELECTRONICS8.2Thetake-upof3Gservicesisdrivingthedemandformore online Australians shop for books, DVDs, technology, sports COMPUTERSOFTWARE12.1 APPAREL10.9sophisticatedmobileservicesinthecountry,with3Gand andtravelproductsmostlyovertheinternet.ThatequalsHEALTHCARE 2.6wirelessbroadbandservicespostinga162%increasein around11.98millionpeople.MALL2.4 (SoURCe: GetPRiCe.CoM.AU/CoReDAtA)FRAGRANCES/COSMETICS2.7 June2009fromthepreviousyear.Now,wirelessbroadband RETAIL-MUSIC4.8 subscribersmakeup25%ofallinternetsubscribersin WhydoAustraliansloveonlineshoppingsomuch?Itseasy RETAIL-FOOD 3.6Australia. DEPARTMENTSTORES 6.3 andcanavoidthecrowds,thatswhy:75%ofonlineusersTICKETS 7.1(SoURCe: MUMBReLLA/ACMA) in a survey said that convenience turned them on to onlineFLOWERS/GIFTS/GREETINGS 5.1 JEWELRy/LUXURy Therewere12.28million3Gservicesupandrunningin shopping;78%citedtheabilitytomakepricecomparisons; GOODS/ACCESSORIES 3.2 AustraliainJune2009,comparedwith8.55millioninJune and a solid 33% of them said they simply preferred theCONSUMERGOODS0.9 SPORTS/OUTDOOR4.6 2008. Strategy: Rather than just filling online and offline opportunity to get away from people and to shop in peace. (SoURCe: GetPRiCe.CoM.AU/CoReDAtA) HOMEFURNISHINGS3.0 (SoURCe: MUMBReLLA/ACMA)media placements, Holler devised an additional stream TOYS2.8ofdigitaldialogueandcontent.Usingthemonikerof (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009)One third of Australians use SMS as a mechanism to alert Morethanhalf(51%)ofonlineshoppersinAustraliahave BERSELEKTOR, Becks participated in many of the mostpeople to key events in their lives, such as the birth of a spentmorethanAU$200onlineinthepastyear,withainnovative communities online: Tumblr; Vimeo; Blip.fm;baby or a promotion at work, according to one study. The similar proportion of them saying they purchased online at SoundCloud; as well as the social media "standards" such least once a month. MoBiLe same study found that 44% of Australians send pictureas Facebook; Flickr; YouTube and Twitter.messages while travelling, while 33% did so when buyingDetails: Holler created event photos with a photo booth, (SoURCe: GetPRiCe.CoM.AU/CoReDAtA) Annual mobile ad revenues in Australia are expected to houses and at the birth of their children. The more money you have, the more likely you are toanimations for VJaying, video art projected onto buildings reachAU$232millionby2013.(SoURCe: teLeCoMPAPeR/teLStRA) shop. As much as 82% of Australians in the top household(SoURCe:B&t/PCW) andinterviewedparticipatingmusicandvideoartists.Wehow Australians feel About Mobile Ads offered real-time information from the venues, chatted incomebracketshoppedonlinein2009comparedto42% SMScannowprettymuchbecalledubiquitous,with99%AttitUDe toWARDS ADS% of MoBiLe USeRS with influential punters on Twitter as well as gave away in the lowest earning category. AGReeDiSAGRee Dont KnoW (SoURCe: ABS) of Australians now text messaging each other.IWOULDACCEPTADSONMyMOBILEPHONEIN VIP experiences via Facebook. All content was amplified (SoURCe: DiGitAL MeDiA/MiCRoSoft)EXCHANGEFORFREEMOBILECONTENTORthrough the different Festival organisers and Becks editorialSPECIALOFFERS 395011 Australias online gaming market is expected to be worth and music partners MTV, Modular Records, InTheMix, Morethan25%ofallAustraliansaged14andoverhaveIWOULDACCEPTADSONMyMOBILEPHONEIFI AU$2.2billionby2013.COULDOPTOUT4942 9FasterLouder and FutureClassic. (SoURCe: B&t/PWC) accessed the mobile internet at one point or another.IWOULDACCEPTADSIFTHEyDIDNOT (SoURCe: SenSiS)IMPACTONTHEPERFORMANCEOFMyPHONE4746 8Results: - Googlingtheterm"BERSELEKTOR" led to ten Australias online Shoppers in 2009IWOULDACCEPTADSFROMCOMPANIESpages of brand-owned search results. USeD the inteRnet to PURChASe DiD not USe the inteRnet to Australian mobile users are more targeted than their PCWHOMIVEAGREEDTOACCEPTADSFROM5637 7-Aphotolibraryof3,500eventshotsthatBecksholdstheIWOULDACCEPTADSFROMCOMPANIESWITH GooDS oR SeRViCeSPURChASe GooDS oR SeRViCeS predecessors, according to one survey. Mobile users thereWHOMIHAVEPRE-EXISTINGRELATIONSHIP365212rights to.000%000 % AGe GRoUP (yeARS) like to get "straight down to business", with the top mobile IWOULDACCEPTADSONMyMOBILEPHONE256016 -400commentsand360LikesonFacebookposts. 1517303 38500 62 activities involving either researching products and services, IWOULDACCEPTADSTHATOFFEREDMEINCENTIVES444511-1,600Tweetsfullofvaluablelocalandinternational 18241,176 63701 37IWOULDACCEPTADSLINKEDTOMySPECIFICINTERESTS 414811 25341,970 75673 25 (41% of mobile internet users) or looking for the suppliersIWOULDACCEPTADSFORFREEOR content. 35441,774 68850 32 ofthoseproductsandservices(36%).DISCOUNTEDCALLSORTEXTMESSAGES 52 399(SoURCe: AiMiA) 45541,493 65802 35 (SoURCe: SenSiS) 5564910 60606 40 65OROVER 366 45453 55 OfAustraliasmobileshoppers,25%haveboughta What Australians do on the Mobile internet GenDeR ACtiVity% of MoBiLe USeRS ACCeSSinG inteRnet MALE 4,026 642,243 36 ringtone;25%haveconductedmobilebanking;19%have INTERNETBROWSING68% FEMALE 3,966 632,341 37 bought something with a credit card; 12% have orderedACCESSEDNEWSUPDATES 50% PeRSonAL inCoMeACCESSEDWEATHERUPDATES48% LESSTHAN$40,0003,210 542,680 46 a product or service over their phones; and 10% of themSENTORRECEIVEDEMAIL44% $40,000$79,9992,636 73960 27 have either bought or sold something on a mobile auction ACCESSEDSPORTUPDATES32% $80,000$119,999 773 79210 21 $120,000OROVER 470 85 81 15 site, according to one survey. STREAMEDORDOWNLOADEDMUSIC 23% (SoURCe: SenSiS) MADE VOIP CALLS22% COULDNOTBEDETERMINED902 58652 42STREAMEDORDOWNLOADEDVIDEOS16% eMPLoyMent StAtUSUSEDMOBILETV 11% EMPLOyED 6,484 692,905 31NONE8% NOTEMPLOyED 1,508 471,679 53OTHER 6%(SoURCe: ACMA APRiL 2009)16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17 11. ChinAhow the Chinese ConnectPLACe of ACCeSS% of USeRS onLine ADVeRtiSinGHOME83.2OFFICE30.2INTERNETCAFE35.1ChinasonlineadvertisingrevenuesreachedRMB20.61ACCeSS eqUiPMentbillion(US$3.02billion)in2009,a21.2%increaseon2008.DESKTOP73.4(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)MOBILEPHONE 60.8NOTEBOOK 30.7OTHER 0.5Baidu took home the biggest slice of the online ad pie(SoURCe: CnniC MARCh 2010)(21.3%ofrevenues),followednextbyGoogle(11.1%),Sina(7.5%),TencentQQ(4.9%)andNetEase(1.5%).(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) USeR BehAVioURChinas online advertising market is expected to generateRMB30.09billionin2010andRMB99.37billionby2013.Chinese internet users spent on average 14.3 hours online (SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh)amonthin2009.(SoURCe: CoMSCoRe)Onlinecurrentlyaccountsfor16.6%ofoveralladspendinChina. By 2012, the Chinese internet market is expected toThe top three applications for Chinese internet users intake up 28.8% of overall ad revenues.2009weremusic(83.5%ofusers),news(80.1%)and (SoURCe: Zenith/CReDit SUiSSe)search(73.3%).(SoURCe: CnniC) BetweenJanuaryandNovember2009,therewereanaveragenumberof3,717onlineadvertisersinChinaonaMore than two thirds of Chinese respondents in a global monthly basis, a 24% increase on 2008.survey(68%)saidtheyhaddownloadedasongonline(SoURCe: CReDit SUiSSe)withoutpayingforit,37%ofthemviaaP2Pservice.(SoURCe: SynoVAte)Theremaybemoreonlineadvertisersbutthatdoesntmean they are spending more. Average monthly spend fellIn2009thenumberofonlinegamerscameto265million13%year-on-yeartoRMB194,997in2009.people,anincreaseof41.5%on2008. (SoURCe: CReDit SUiSSe)TheGreatWallofChina(SoURCe: CnniC)Ask the Chinese what type of advertising they mistrust andAround 124 million Chinese now use social networks. they are likely to cite online ones, with ads in video games(SoURCe: WeB2ASiA/CnniC)comingoutontop(47%ofrespondentssayingtheydonotNearlyaquarterofabillion(244million)ofChinasinternettrust).Theyarejoinedbyadsinvirtualworlds(47%)and Chinas internet Users 2009users now use instant messaging.closelyfollowedbySMSads(46%),emailads(38%),pop- DeMoGR APhiCS% of USeRS (SoURCe: CnniC/DiGitAL MeDiA)ups (38%) and banner ads (28%). AGe(SoURCe: tnS/DiGitAL MeDiA)Morethanhalf(50.2%)ofAsiaPacificsinternetusersnow AGE10-19 31.8Nearly290millionChineseinternetuserslistentomusic AGE20-29 28.6live in China. AGE30-39 21.5online, while 222 million watch online video. Allisnotlosthowever84%ofChineserespondents(SoURCe: inteRnetWoRLDStAtS) AGE40-49 10.7(SoURCe: CnniC/DiGitAL MeDiA)to the same survey said that a brands presence online AGE50-594.5Attheendof2009,therewere384millioninternetusers"increased their interest in using it to some degree". AGE60ANDABOVE 1.9User-generatedcontentisgatheringpaceinChina,with(SoURCe: tnS/DiGitAL MeDiA)inChina.Chinanowhasapenetrationrateof28.9%upGenDeR MALE54.289.7millionChinesenowwritingtheirownblogsand41.5from22.6%in2008.FEMALE45.8million use microblogging services like Twitter.And the Chinese would be more than happy to accept more(SoURCe: CnniC) eDUCAtion(SoURCe: tRenDStReAM/LiGhtSPeeD/eMARKeteR)onlineadvertisingiftheywerepaidforit.Morethan50% PRIMARySCHOOL/BELOW 8.8ThemajorityofChinasinternetusers346millionpeople JUNIORMIDDLE 26.8of Chinese respondents in a survey said they would be HIGHSCHOOL 40.2Chineselivinginthecountrystop60citiesspendmore willing to accept more ads in exchange for payment.are now broadband subscribers. COLLEGE 12.2than70%oftheirleisuretimeontheinternet. (SoURCe: SynoVAte)(SoURCe: CnniC) MASTERSDEGREE/ABOVE 12.1(SoURCe: MCKinSey) PRofeSSionBy 2014, Chinas broadband population is expected to beOTHERS0.8SNSadvertisingacceptancelevelsareamixedbag.Just UNEMPLOyED 9.8Nearlyhalf(49.7%)ofChineseinternetusersgoonlinefor30%ofSNSusersinChinasaytheywillacceptanyformofmorethan551million-strong.MobilebroadbandusersareRETIREES2.1news and information.expectedtorepresentnearly70%ofthisgroup. advertising,with26.6%sayingtheyaccepttargetedads. AGRICULTURAL,FORESTRy,HUSBANDRy,FISHERyLABOURERS 2.8(SoURCe: CoMSCoRe)(SoURCe: WeB2ASiA/CnniC)(SoURCe: GLoBAL tiMeS/oVUM)FREELANCERS/SELF-EMPLOyED 13 INDUSTRy/SERVICEINDUSTRyWORKERS4.4What Chinese internet Users did online in 2009NearlyathirdofSNSusers(30.1%)saytheyhavenever MIGRANTWORKERS2.4TheaverageChineseinternetuservisitsaround75 ACtiVity UtiLiSAtionUSeRSGRoWthwebsites every month. PROFESSIONALS 10.4RAte (%) (00,000)RAte yoy (%)clicked on an ad in a social networking site. NON-MANAGERIALWHITECOLLAR 15(SoURCe: WeB2ASiA/CnniC)(SoURCe: DCCi/ADChinA.CoM)INSTANTMESSAGING 70.9 27,23321.6 MANAGERIALWHITECOLLAR3.1BLOG57.722,140 36.7 PARTy/GOVERNMENT/INSTITUTEEMPLOyEES 7.5In2009,theaveragemonthlyincomeofinternetusersinSTUDENTS28.8BLOGUPDATE 37.714,477 37.9 The online gaming market in China was worth an estimatedFORUM/BBS 30.511,701 28.6Chinawas62%higherthannon-internetusers. inCoMe (yUAn) PeR MonthSOCIALWEBSITE45.8 17,587 RMB25.8billion(US$3.7billion)in2009. ABOVE8000 2.9(SoURCe: MoC/xinhUA)(SoURCe: CReDit SUiSSe) EMAIL 56.821,797 29 5001-80002.7SEARCHENGINE 73.328,134 38.6 3001-50009.3Nearlytwofifths(38.5%)ofinternetusersinChinaare2001-3000 15.4ONLINENEWS 80.130,769 31.5 By 2013, online gaming revenues are projected to bring inONLINEGAME 68.926,454 41.5aged 30 years or older.1501-2000 13.4ONLINEVIDEO62.624,044 19.0US$9.5billionayear. 1001-1500 13.7(SoURCe: BDA)(SoURCe: CnniC) ONLINEMUSIC83.532,074 28.8 501-100014.5ONLINELITERATURE 42.316,261 500ORBELOW18Thevastmajority(72.2%)ofallinternetusersinChinalive NOINCOME 10ONLINESHOPPING28.110,800 45.9ChinassearchmarketisnowworthmorethanRMB7.5TRAVELBOOKING 7.93,024 77.9in urban areas.ReGion billion and is expected to be worth more than RMB12 billionONLINEPAyMENT24.59,40680.9(SoURCe: CnniC) RURAL 27.8ONLINEBANKING24.59,41262.3by the end of 2010. URBAN 72.2(SoURCe: iReSeARCh/ADChinA.CoM) (SoURCe: CnniC MARCh 2010)ONLINETRADING14.85,678 67.0(SoURCe: CnniC MARCh 2010) 18 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19 12. By 2013, Chinas online search market should be generating Chinas top 10 Motivating Digital Brands Chinas e-book market is expected to explode in 2010. Bytheendof2009,therewere233millionmobileinternet RMB22.7billion(US$3.4billion)ayear. RAnKBRAnDE-readersalesstoodataround800,000unitsin2009and usersinChina,accountingfor60.8%ofallinternetusers1LENOVO are anticipated to grow to 3 million this year. in the country. (SoURCe: BDA)2NOKIA (SoURCe: ChinA DAiLy/DiSPLAy SeARCh)(SoURCe: CnniC)3 HAIER Chinas online brand advertising market revenue came 4NESTLE toRMB7.97billioninNovember2009,andisexpectedto 5NIKE Thanks to more Chinese booking flights, hotel and package By the end of 2010 there will be more internet users in6ICBC growby35%year-on-yearin2010.Chinasoverallonline7MCDONALDS tours online, online travel revenue in China is expectedChinathantheentirepopulationoftheUnitedStates,more advertising market is expected to grow by 44% in 2010. 8 LOREALtoreachUS$695.8millionin2010,anincreaseof27%than 300 million people.9ADIDAS on2009.By2013therevenuesareanticipatedtoreach (SoURCe: CReDit SUiSSe) (SoURCe: eMARKeteR)10 WONGLOKATHERBALTEA(SoURCe: tnS/DiGitAL MeDiA)US$1.3billion. Paidsearchisexpectedtogrowatarateof55%year-on- (SoURCe: iReSeARCh) By 2013, 41% of all mobile users will be mobile internet year in 2010.top 5 online Advertisers in China in 2009users too. ChinasonlinegamesmarketgeneratedUS$3.57billionin (SoURCe: CReDit SUiSSe) (SoURCe: BDA)ADVeRtiSeR onLine AD SPenD (RMB MiLLion)JIAyUAN 520 revenuesin2009.Thatnumberisexpectedtoincreaseto Entertainmenthasa63.8%reachinChina,thelowestin VANCL 510 3GisstillinitsinfancyinChina.Therearecurrentlyjust15 US$4.5billionin2010andUS$9.2billionby2014. the region.LINING370 (SoURCe: niKo PARtneRS) million3Gsubscribersinthecountry. (SoURCe: CoMSCoRe) NIKE290 (SoURCe: iMeDiA ConneCtion)51JOB 260(SoURCe: ChinAinteRnetWAtCh/CR-nieLSen) Chinas online gaming market is being driven by the The Chinese are the least prolific searchers in the region, Thatbeingsaid,themarketisgrowingfast.Newmobile successofMMORPGwhichnowaccountsfor79%of averaging61.7searchespersearcherinAugust2009,lower subscriptions(2Gand3G)numbered9millioneverymonth theonlinegamemarket.ThemarketscaleofMMORPG thantheregionalaverage(84.5searchespersearcher). inQ42009. (SoURCe: CoMSCoRe) e-CoMMeRCe increasedby35.2%yearonyeartoreachRMB20.38billion(SoURCe: iMeDiA ConneCtion) in2009,whileadvancedcasualgamesgeneratedRMB3.55 Chinas top Portals by Brand Advertising Revenue In 2010, revenues generated from online advertising, billion.HalfofallChinese3Gusersaccessthemobileinternetfive Site RMB MiLLiontimes a day at least. SINA 1,421games, shopping and other activities is expected to come (SoURCe: ChinAteChneWS/MoC) (SoURCe: iMeDiA ConneCtion/iReSeARCh) SOHU 1,125toRMB112.3billion,a51%growthon2009. TENCENT885(SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) Morethanonequarter(26%or87.88million)ofChinas NETEASE307 internetusersshoppedonlineinthefirsthalfof2009,anNearlyhalf(46.5%)ofallmobilephoneuserssaidthey MSNCHINA252ChinasonlineshoppingmarketgeneratedRMB250billion increaseof38.9%on1H2008. woulduse3Gwithinsixmonths,onceitbecameavailable SOUTUN 240 yOUKU212(US$36.6billion)in2009,representing1.97%ofall(SoURCe: ChinAinteRnetWAtCh) to them. (SoURCe: CnniC) BAIDU129domestic retail sales. It is thought that around 100 million (SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS) Morethan85.7%ChineseonlineuserssearchedforChinese now shop online. Chinesemobileuserssent784.04billionSMSmessagesto(SoURCe: iReSeARCh/xinhUA) productinformationonlineduringthefirsthalfof2009, Chinas online Ad Revenues 2009-201253.5%onB2Csitesand32.5%onC2Csites.eachotherin2009. (RMB MiLLion)20092010 2011e 2012(SoURCe: Miit) BRANDAD 10,853 14,59518,918 23,271Morethan87millionChineseonlineusersshoppedonline(SoURCe: ChinAinteRnetWAtCh) SEARCH10,45316,24424,179 31,166 inthefirst6monthsof2009. Chinese mobile users send an average of 2.1 billion SMS OTHERS 1,639 2,186 3,0874,014 (SoURCe: ChinAinteRnetWAtCh) For Chinese internet users who shop online, C2C sites such TOTAL 22,94633,02546,184 58,451asTaobaoandPaipaiarethefirstchoicefor85%ofthem, messagestoeachothereveryday.Ofthese,86%come BReAKDoWn (%) from China Mobile customers. BRANDAD 47.944.741.5 40.3Of those online shoppers, 32.3% made no more than tworather than traditional B2C sites such as Amazon. (SoURCe: ChinAteChneWS/Miit) SEARCH 44.948.651.8 52.8 purchasetransactionsduringthefirstsixmonthsof2009.(SoURCe: ChinAinteRnetWAtCh) OTHERS7.2 6.7 6.87.0 However,asimilaramount(30.5%)madebetweenfiveand Twofifths(40.9%)ofChinasSNSusersexpectmobile yoy (%) NearlyhalfofChinasonlineusers(48.7%)havebecometen online shopping transactions in that same period.usage from their networks. BRANDAD 9.33430 23(SoURCe: ChinAinteRnetWAtCh) aware of online shopping sites via their friends and family. SEARCH 61.75649 29(SoURCe: ChinAinteRnetWAtCh)(SoURCe: WeB2ASiA/CnniC) OTHERS-8.83341 30 (SoURCe: CReDit SUiSSe eStiMAteS; * GRoSS ReVenUe ADVeRtiSeRS ACtUAL SPenDinG)Morethanhalf(50.4%)ofonlineChinesehavevisitedanM-commerce revenues in China were expected to reach top online Retail Subcategories in Chinaonline retail site.CAteGoRy% ReACh RMB55millionin2009,a130%increaseon2008. Chinas online Brand Ad Market Revenues: 2009/10 (SoURCe: CoMSCoRe) RETAIL50.4 (SoURCe: teLeCoMPAPeR/iReSeARCh)BRAnD AD ReVenUe BReAKDoWn COMPARISONSHOPPING 14.8 (RMB MiLLion)(%) yoy (%) yoy (%) inDUStRy2009 2010 20092010 2010Chinese online shoppers have a strong preference for C2C BOOKS 14.5 In2009,10.3%ofonlineshoppingtransactionsweremade COMPUTERHARDWARE6.5 IT971 1,117119 15 sites,beingthefirstchoicefor85%ofthem.Thetopsite CONSUMERELECTRONICS 9.9 by means of mobile payment. ELECTRONICS 34840043 15byfarisTaobao,with76.5%ofonlineshopperscitingitasCOMPUTERSOFTWARE6.1 (SoURCe: ChinAinteRnetWAtCh) FOOD&BEVERAGE 49569366 40their first choice.APPAREL7.8 AUTO1,422 1,84916 15 30 HEALTHCARE7.0 TELECOM&HANDSET 39857745 45 (SoURCe: ChinAinteRnetWAtCh) MALL 3.8 Duringthefirstsixmonthsof2009,therewereatotalof PERSONALCARE 29444034 5062.69millionmobilepaymenttransactionsmadeinChina, FRAGRANCES/COSMETICS 2.0 INTERNETSERVICE1,753 2,62920 22 50 Nearlyhalf(48.7%)ofonlineshoppersinChinahaveRETAIL-MUSIC 1.4 worthUS$2.49billioninexpenditure. REALESTATE 792 1,07099 35 FINANCE 38053244 40 become aware of shopping sites through family and friends. RETAIL-FOOD0.5 (SoURCe: teLeCoMPAPeR/inteRfAx ChinA)(SoURCe: ChinAinteRnetWAtCh) DEPARTMENTSTORES1.5 OTHERS2,090 2,76523 23 32 TICKETS0.3 TOTAL 8,942 12,072100100 35 FLOWERS/GIFTS/GREETINGS0.4MobileentertainmentispredictedtobringinUS$18billion (SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS)Morethan85.7%ofChineseonlineuserssearchedforJEWELRy/LUXURyGOODS/ACCESSORIES 1.0 by 2013.productinformationonlineinthefirstsixmonthsof2009. CONSUMERGOODS 0.2 (SoURCe: RCR ReSeARCh/jBB ReSeARCh) trust in Media Channels in ChinaSPORTS/OUTDOOR 0.1 MeDiA ChAnneL% Who tRUSt the ChAnneL CoMPLeteLyBreakingitdown,53.5%visitedB2Csitesand32.5% HOMEFURNISHINGS 0.5 RECOMMENDATIONSFROMFRIENDSANDFAMILy 57visited C2C sites to do this.TOYS 0.1Legal mobile music downloads are beginning to take off INDEPENDENTREVIEWSINPUBLICATIONS 20(SoURCe: ChinAinteRnetWAtCh) (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009) inChina,with16%ofChinesesayingtheyhavepaidfor MANUFACTURERS/BRANDSWEBSITES 17 CONSUMEROPINIONINBLOGS 20 musicapplicationsontheirphones.MorethanonequarterComparison shopping is yet to take off in China, withofthem(27%)havepaidforafulllengthmobilemusic TV ADS 12 NEWSPAPERADS 11just 14.8% of online Chinese having visited a comparison track. ADSTHATAPPEARONSEARCHENGINES 11shopping site. MoBiLe(SoURCe: SynoVAte) BANNERADSONWEBSITES 9(SoURCe: CoMSCoRe) ADSINVIRTUALWORLDS6 Therearenowanestimated739millionmobileusersin Bytheendof2009therewereanestimated12.3million ADSINVIDEOGAMES 7 ADS VIA MOBILE SMS8Chinas virtual goods market was expected to generateChina,representingapenetrationrateof54.3%.mobile game players in China.morethanUS$5billioninsalesin2009. (SoURCe: Miit/PeoPLeS DAiLy) (SoURCe: tnS/DiGitAL MeDiA) (SoURCe: PyRAMiD ReSeARCh)(SoURCe: ViRtUALGooDSneWS.CoM/+8*)20 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21 13. 22 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23 14. THE EVENT FOR DIGITAL MARKETING China Mobile currently controls around 80% of Chinas What Chinese Mobile internet Users do online mobile games market via its Monternet platform. ACtiVity% of USeRS (SoURCe: PyRAMiD ReSeARCh)MOBILEPHONETV16.5 MOBILEPHONEEMAIL 18.4 MOBILEPHONEONLINEGAME 19.3 Mobile internet users in China averaged 248 page views perMOBILEPHONEONLINECOMMUNITy22.8 userinDecember2009,132.8%morethaninDecemberMOBILEPHONEONLINEMUSIC50.4 MOBILEPHONESEARCH55.2 2008. MOBILEPHONEREADING 75.4 (SoURCe: oPeRA) MOBILEPHONEONLINECHATTING77.8 (SoURCe: CnniC MARCh 2010) Smartphones now represent more than 20% of all handset shipments to China. (SoURCe: iMeDiA ConneCtion) CASe StUDy Asizeable77%ofChineseconsumerssaytheycannotlive without their mobile phones.Client: Coca-Cola China (SoURCe: SynoVAte) Agency: wwwins Isobar China Campaign: Coca-Cola Coke with Food Campaign However, 44% of Chinese say they are already receiving objective: The key challenge was to create an association too many ads on the mobile phones already, according between Coke and everyday meals, reinforcing how much to the same survey. A similar amount, 42%, say they are "Shuang" (Chinese character representing refreshment and opentomoreadsiftheycanmakesomemoneyoutofit enjoyment) the consumer can experience at the dining themselves. THE EVENT FOR MODERN MARKETING: CONFERENCE EXHIBITION HALL NETWORKING (SoURCe: SynoVAte)table when Coke is there to accompany the food. Strategy: Instead of just showing "behind the scene" Chinahasmorethan350millionaccumulatedmobile instantmessengeraccounts,and136.39millionactive accounts. footage of the TVC, we wanted to really place the consumers "behind the scenes". An additional video of the TVC was shot solely for the online campaign purpose to connecting all sides of the (SoURCe: AnALySiS inteRnAtionAL) createtheuniquedigitalexperience. SEARCH, EMAIL MARKETING, RSS, MOBILE MARKETING, GAMING, TV 2.0, AFFILIATE MARKETING Chinese Mobile internet Users 2009 % of USeRS AGe UNDER10 AGE10-190.5 37.9 interactive marketing and AGE20-2935.3 AGE30-3917.1 AGE40-49 6.7BLOGGING, VIDEO MARKETINGMETRICS, MEDIA BUYING,PODCASTS,WIKIS, PERSONAS AGE50-59 1.8 AGE60ANDABOVE0.7 GenDeR MALE FEMALE eDUCAtion5644 advertising landscape PRIMARySCHOOL/BELOW8.1 JUNIORMIDDLE26.9 WEB ANALYTICS AND BEHAVIORIAL TARGET MARKETINGEXPO HALL IS FREE! HIGHSCHOOL42.4 ASSOCIATECOLLEGE11.4 COLLEGE10.3 MASTERSDEGREE/ABOVE 0.9 PRofeSSion OTHERS0.7 UNEMPLOyED9.9Details:Withtheonlinevideotemplate,wecreateda RETIREES 0.4uniqueandexcitingexperiencethatallowedconsumersbe AGRICULTURAL,FORESTRy,HUSBANDRy,FISHERyLABOURERS3.1 FREELANCERS/SELF-EMPLOyED12.2part of the video for them to "show off" to their friends. INDUSTRy/SERVICEINDUSTRyWORKERS 4.9Underthethemeof"HavingDinnerwithFei-Lun-Hai"we MIGRANTWORKERS 2.9 pushed the boundaries of Real-time Flash 3D Technology PROFESSIONALS ENTERPRISENON-MANAGERIAL9.9 15.7to allow users to upload their face photos, which then wereupcomin ENTERPRISEMANAGERIAL GOVERNMENT-NONMANAGERIAL GOVERNMENT-MANAGERIAL2.84.11 converted into 3D faces then mapped onto a person who dined with the Fei-Lun-Hai members in the video. In thegevents in asia STUDENTS 32.3 final video, consumers could see themselves dancing and inCoMe (yUAn) PeR Month ABOVE80002.7 dining around the table with Fei-Lun-Hai. And with simple 5001-8000 2.7share function, consumers could send the video link their 3001-5000 8.4friends, or even paste the video on their blogs. 2001-3000 14.3 1501-200013Results: The campaign generated the following response: 1001-150013.5700,0003Duser-generatedinteractivevideossuccessfully 501-1000 16.5 500ORBELOW 19.5 generated, the viral effects that were tracked reached NOINCOME 9.3exposure to more than 20 million people. ReGion RURAL30.83 - 4 June 201020 - 21 October 201028 - 29 October 2010 URBAN69.2 (SoURCe: CnniC MARCh 2010)Suntec City International Convention CentreShanghai International Convention CentreGrand Prince Hotel New Takanawa24 asia pacific digital marketing yearbook www.ad-tech.com asia pacific digital marketing yearbook 25 15. honG KonG What hong Kongs internet Users earnMonthLy hoUSehoLD inCoMe totAL % of USeRS What hong Kongers do online feAtUReS USeD(000) % of USeRSHK$70,000+PERMONTH 218,424 5.5 EMAIL3,062 57HK$70,000-79,99948,779 1.2 SeARCh GooDS/SeRViCeSHK$60,000-69,99996,370 2.4 INFORMATION 1,826 34HK$50,000-59,999 192,364 4.9 INSTANTMESSENGER 1,757 32.7HK$40,000-49,999 518,41913.1 READNEWSPAPERS/MAGAZINES 1,698 31.6HK$35,000-39,999 191,198 4.8 SOCIALNETWORKING 1,407 26.2HK$30,000-34,999 311,904 7.9 PLAyONLINEGAMES 1,388 25.8HK$25,000-29,999 338,447 8.5 SETTLEPAyMENT1,131 21HK$20,000-24,999 595,50215 USEONLINEBANKINGSERVICES 1,129 21HK$15,000-19,999 440,10511.1 LISTENTOSONGS/RADIOPROGRAMS1,046 19.5HK$13,000-14,999 228,786 5.8 SEARCHFINANCIALINFORMATION1,007 18.7HK$10,000-12,999 478,32412.1 SEARCH/DOWNLOADINFORMATION 995 18.5HK$8,000-9,999 185,600 4.7 WATCHUSER-GENERATEDVIDEOONLINEORWATCHHK$8,000ORLESSPERMONTH 165,998 4.2 PROFESSIONALLyPRODUCEDVIDEOONLINE1,124 20.9(SoURCe: yAhoo!/SynoVAte 2009 hK MeDiA AtLAS q109-q409)BROWSEBLOG 714 13.1 DOWNLOADFREESONGS/MUSICORDOWNLOADPAIDSONGS/MUSIC754 14 USESEARCHENGINES682 12.7 WRITEBLOG662 12.3 TRADESTOCK 620 11.5 USeR BehAVioUR DOWNLOADSOFTWARE 609 11.3 MAKERESERVATION/BOOKTICKETS 5299.8Therewerearound2.5millionsocialnetworkingusersinSEARCHJOBVACANCIES4949.2 CHAT ROOM 441 8.2HongKongasofAugust2009. USEAUCTIONSERVICES4338.1(CoMSCoRe) PURCHASE/ORDERGOODS/SERVICES 4027.5 DOWNLOADMOVIES 3596.7Over50%ofonlineHongKongershaveuploadedavideo DOWNLOADTVPROGRAMS2554.7 REQUESTCUSTOMERSERVICES 2434.5to a video sharing site, according to one survey.MAKEFRIENDSONLINE 2424.5(SoURCe: UniVeRSAL MCCAnn) DOWNLOADMOBILEPHONERINGTONE2164 INTERNETPHONE2093.9HongKonginternetusersspentanaverageof156minutesDOWNLOADBOOKS/COMICS 1843.4adayonlinein2009.DOWNLOADMOBILEPHONEGAME/WALLPAPER1382.6(SoURCe: nieLSen) NETMEETING1082 OTHERS5119.5 (SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12-64)Hong Kongs Two IFC rising above the city HongKonginternetusersspentonaveragemorethan25hoursonlineamonthin2009.(SoURCe: CoMSCoRe) onLine ADVeRtiSinGWhatdoHongKonginternetusersdowhentheyare MARitAL StAtUSonline?InAugust2009itwasmainlyinstantmessagingHongKongonlineadspendcametoHK$869millionin DeMoGR APhiCSSINGLE MARRIEDWITHCHILDRENAGED15ORBELOW 2,168.82 854.44 54.7 21.6 (15.9%shareofminutesonline),withHongKongers2009,a17%increaseon2008(HK$744million). MARRIEDWITHOUTCHILDREN274.096.9 spending twice as long as Asians across the region did on(SoURCe: the nieLSen CoMPAny)Therearecurrentlymorethan3.9millionactiveinternet DIVORCED,WIDOWED(WITH CHILDRENAGED15ORBELOW) 13.780.3 the activity that month. Entertainment sites took up 11% ofusersinHongKong,asofAugust2009. Online ad spend in Hong Kong is expected to grow by 13% DIVORCED,WIDOWED(WITHOUTCHILDREN) 6.740.2 their time (led by YouTube and TVB) and social networking(SoURCe: CoMSCoRe) MARRIEDWITHALLCHILDRENAGED16ORABOVE 607.72 15.3in 2010. DIVORCED,WIDOWED(WITHALLCHILDRENAGED16ORABOVE)16.940.4took up 8% of their time.(SoURCe: MeDiA/hK4AS)Around 81% of Hong Kong homes have broadband.(SoURCe: CoMSCoRe) AttAineD eDUCAtion(SoURCe: AfP/StRAteGy AnALytiCS) NOFORMALSCHOOLING 6.590.2By2012,onlineadspendisexpectedtocometoUS$169 PRIMARySCHOOLORBELOW 197.445 Entertainmentreachinthecitywas72.7%inAugust2009. SEC 2,436.78 61.5million.Morethantwothirds(69.4%)ofHongKongersaged10or(SoURCe: CoMSCoRe) (SoURCe: ZenithoPtiMeDiA) TERTNON-DEGREE 421.90 10.7overaccessedtheinternetin2009.TERTDEGREE+880.61 22.2Justoverathird(37%)ofHongKongersfeeltheycould(SoURCe: CenSUS & StAtiStiC DePARtMent) eMPLoyMent StAtUS WhileGooglereignssupremeacrossmuchofAsiaasthe WORKINGFULLTIME(30HOURSABOVEAWEEK)2,380.02 60.1 not live without the internet. favoured search engine, in Hong Kong it is Yahoo! thatHong Kong internet users on average spend 18 hours a(SoURe: SynoVAte) WORKINGPARTTIME(LESSTHAN30HRSAWEEK)208.035.3 RETIRED 89.772.3attractsthemajorityofsearches,ittaking58.9%ofHongweek online.(SoURCe: APiRA) UNEMPLOyED178.824.5 Why hong Kongers go online Kongerssearchqueries. STUDENT 814.65 20.6ACtiVity % of USeRS(SoURCe: MeDiA/CoMSCoRe) HOUSEWIFE 283.007.1FORGETTINGINFORMATION 80Therearearound8,825publicWiFiaccesspointsin REFUSED 7.12COMMUNICATIONByTEXT30.3 oCCUPAtion/joB PoSition Hong Kong internet users are pretty loyal to the emarketingHong Kong.SHOPPING/RESERVATION 4.4(SoURCe: yAhoo!/oftA) PMEB 812.2620.5LEISURE41programmes they sign up to, 80% of them saying they SKILLED&UNSKILLEDWHITECOLLAR 716.1318.1 SERVICESWORKERS&SHOPSALES 261.05 6.6EDUCATION 17.5always open and read emails they have subscribed to.FINANCIALACTIVITIES8.4hong Kongs internet Users 2009CRAFT&RELATEDWORKERS 165.48 4.2ONLINECOMMUNITy1.2 Equallyasimilarproportion,70%,deleteemailsthathavetotAL USeRS (000) % of USeRSPLANT&MACHINEOPERATORSANDASSEMBLERS 76.70 1.9 ELEMENTARyOCCUPATIONS 157.70 4DOWNLOADING/UPGRADINGSOFTWARE5.1beensenttothembyunknownsendersunread.GenDeR(SoURCe: APiRA)(SoURCe: CoMPUteRWoRLD/RADiCA)MALE 1,903.04 48PLACe of ACCeSSFEMALE 2,058.39 52ATHOME 3,684.73 93AGeINOFFICE 1,280.94 32.3 how Long hong Kongers Spend online HongKongerslovebargains,whichmaybewhy78%of15-19 432.68 10.9 ATSCHOOL 173.374.4 AVeRAGe tiMe SPent USinG inteRnet(000)% of USeRSHong Kong internet users in a survey said they find emails20-24 455.49 11.5 ININTERNETCAFE 55.721.4 LESSTHAN30MINUTES 412 7.725-29 511.61 12.9 INOTHERPLACES(E.G.LIBRARy,SHOPPINGMALL)198.415 30MINUTES-LESSTHAN1HOUR66612.4 offering discounts to be the most persuasive tactics to get30-32 476.65 12 (SoURCe: yAhoo!/SynoVAte hK MeDiA AtLAS q1-q4 2009)1HOUR-LESSTHAN2HOURS 92417.2 them to purchase what was offered in the emails. Discount35-39 478.16 12.12HOURS-LESSTHAN3HOURS74513.940-44 454.08 11.5 couponsarenearlyaspersuasive,say72%ofusers,while3HOURS-LESSTHAN4HOURS458 8.545-49 403.72 10.24HOURS-LESSTHAN5HOURS257 4.8 freegifts(65%)andcashrebates(50%)arealsopopular.50-54 271.796.9 (SoURCe: CoMPUteRWoRLD/RADiCA)5HOURS-LESSTHAN6HOURS144 2.755+ 226.205.76HOURSORMORE517 9.6(SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12 64) Nearlytwo-thirds(63%)ofHongKonginternetusersina survey said that they forwarded promotional emails on to their friends and relatives. (SoURCe: CoMPUteRWoRLD//RADiCA) 26 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 27 16. HongKongonlineadvertisersnumbered2,239asofthehong Kongs top 10 entertainment Sites of 2009MorethanhalfofHongKongers(59%)feeltheycouldnot firsthalfof2009,running7,158campaignsbetween 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) e-CoMMeRCelive without their mobile phone. ENTERTAINMENT2,828 them, a 22% increase on 2008. In total, 11.2 billion ad yOUTUBE1,551 (SoURe: SynoVAte) impressionswereservedoverthat1H2009period. TVB899 WhilenearlyallHongKonginternetusers(98.3%)had (SoURCe: the nieLSen CoMPAny) yAHOO!MUSIC 822 usedsomeformofe-businessservicein2009,15.9%used NearlyhalfofHongKongmobilephoneusers(49%) yAHOO!MOVIES550 ITUNESSOFTWARE(APP)478 "online purchasing services" for their personal means, an already feel they are receiving too many ads on their The most prolific online advertising category in Hong KongTUDOUSITES438 phones. increase on 2008 (10.3%). isnot,surprisingly,financerepresentingHK$65million PPSTREAM431 (SoURCe: CenSUS & StAtiStiCS DePARtMent) (SoURe: SynoVAte) CBSINTERACTIVE422 ofadvalue,followedbycomputers&electrical(HK$51 million)andeducation(HK$48million) yOUKU408 More than half of online Hong Kongers have visited a retail UnliketheirpeersacrosstheChineseborder,HongKongers SONyONLINE324 (SoURCe: the nieLSen CoMPAny) (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) site(51.3%). arestillresistanttotheideaofmobilephoneadvertising (SoURCe: CoMSCoRe)eveniftheygetpaidforit(66%ofuserssayingtheyare Inthefirstsixmonthsof2009,socialnetworkingsitesand hong Kongs fastest Growing online Ad Categoriesresistant). other friend-introducing sites increased their estimated ad RAnKinGCAteGoRieS GRoWth By AD VALUe(%) Comparison shopping is gaining some traction in Hong(SoURCe: SynoVAte) 1 INTRODUCTIONS/SOCIALNETWORKING 1014 value tenfold (1,014%) compared to the first half of 2008.2 AUTOMOTIVE201Kong,with13.8%reach,asofAugust2009. (SoURCe: the nieLSen CoMPAny) (SoURCe: CoMSCoRe) 3 SUNDRySERVICE194 4REAL ESTATE 180 Hong Kongers are amongst the most ad savvy internet 5 FASHION 172In2009,HongKongsonlineshoppingadoptionrategrew CASe StUDy (SoURCe: the nieLSen CoMPAny; 1h 2009) users out there, showing the highest propensity to avoidataCAGRof144.8%. siteswithintrusiveadsandpopups46%ofusers,much(SoURCe: APiRA) Client: Anna Sui hong Kongs online Ad Spend by Sector Agency:EuroRSCGHongKong higher than the global average (28%). CAteGoRieSMARKet GRoSS ADSPenD on inteRnet (hK$M) (SoURCe: SynoVAte)BANKING&INVESTMENTSERVICES527.1 top online Retail Subcategories in hong KongCampaign:ANNASUISUPERBLACKMASCARA CAteGoRy% ReACh EDUCATION&TRAINING266.19 RETAIL 51.3 objective: In a crowded market place, the challenge Morethanonequarter(27%)ofHongKongerswouldbe COMPUTERS&INTERNETSERVICES 216.56 COMPARISONSHOPPING 13.8wastoengageAnnaSuis15-30yearoldstyle-conscious, TELECOMMUNICATION,MOBILEPHONES&SERVICES 111.54 morerecipienttoonlineadsiftheywerepaidtodoso.ENTERTAINMENT 106.59 BOOKS 13.8digitally-connected consumers and communicate to them (SoURCe: SynoVAte) TRANSPORTATION&LOGISTICS101.75 COMPUTERHARDWARE 16.9 CONSUMERELECTRONICS 17.1theproductsbenefitswiththeultimateaimofincreasing TRAVEL&TOURISMSERVICES96.58 Morethanonequarter(26%)ofHongKongersareopentoCOSMETICS&SKINCARE 75.85 COMPUTERSOFTWARE8.6traffic to Anna Sui counters. APPAREL 7.6 behavioural marketing and the technology that facilitates it BEAUTy,SLIMMING&FITNESS 68.78 HEALTH CARE1.2 Strategy: Super Black Mascara exaggerates the eyes, but HOTELS,RESORTS&SERVICEAPARTMENTS 58.04 aslongasnodataiscollectedintheprocessthatcouldPHARMACEUTICALS&HEALTHCARE 57.24 MALL 1.4how could the brand communicate this in a playful and FRAGRANCES/COSMETICS 4.7 identify them.RESTAURANTS54.01 flirtatiouswayonline?EuroRSCGHongKongtappedinto MASSMEDIA 51.61 RETAIL-MUSIC 6.6 (SoURCe: SynoVAte) RETAIL 48.56 RETAIL-FOOD1.9the global reach of social networks to create an innovative NON-PROFITORGANISATION45.66 DEPARTMENTSTORES0.9Facebook application which invited users to virtually hong Kongs top 10 Sites of 2009SPORTS41.34 TICKETS2.9apply the new range of 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) JEWELLERy,WATCHES&LUXURyPRODUCTS 37.55 FLOWERS/GIFTS/GREETINGS1.9 YAHOO! SITES 3,184CAMERA,PHOTOGRAPHy&OPTICALINSTRUMENTS 37.1 JEWELLERy/LUXURy mascara to their own photos. GOODS/ACCESSORIES2.2 MICROSOFTSITES 2,628TOILETRIES&HOUSEHOLD 35.69 CONSUMERGOODS0.3The campaign brought the GOOGLESITES2,594FASHION,ACCESSORIES&EyEWEAR34.9 FACEBOOK 2,004GOVERNMENT 34.25 SPORTS/OUTDOOR 0.9product experience online, by DISCUSS.COM.HK1,367BUSINESSSERVICES33.68 HOMEFURNISHINGS1.4literally allowing users to apply TOYS2.3 UWANTSSITES1,303INSURANCE31.72 (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) mascara to the eyes of their SINA1,053BEVERAGES30.78 WIKIMEDIAFOUNDATIONSITES919ELECTRICALAPPLIANCES27.03online photos. TELEVISIONBROADCASTS903AUTOMOBILE&PETROLEUM 26.61Details: This fun application PCCW784FOOD 24.4saw users playfully digitally (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) TOyS&HOBBIES 19.23 MoBiLe PROPERTy&REALESTATE11.7enhancing their facebook hong Kongs top 10 Gaming Sites of 2009 ENERGy&MINING 8.66 Hong Kongs mobile subscriber penetration rate now standsphotos with flirty long lashes, WINE,BEER,WHISKy&LIQUOR 6.97 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000)and posting their glamourised ONLINEGAMING 1,151 BRIDAL 6.8 at171.6%.HongKong,acityof7millionpeople,hadmore yAHOO!GAMES233 CONSTRUCTION4.51 than12millionmobilesubscribersasofNovember2009.images. BOOKS,GIFTS&STATIONERy 3.62 GAMANIADIGITALENTERTAINMENT 180 INDUSTRy 2.4 (SoURCe: oftA) Running to the tagline "Long TRAVIANGAMES 163 MSNGAMES112 PETS1.68lashesthatcaptivatebethe 9yOU102 MISCELLANEOUS 1.53 OfHongKongsmobilepopulation,morethan4.9million Anna Sui Captivating Star", the FUNERALSERVICES0.01 GAMEBASE.COM.TW85 TOBACCO 0 are2.5Gand3Gsubscribers. campaign ran across a range of WILDTANGENTNETWORK74(SoURCe: oftA) GAMEFLIER74 UNKNOWN0online and offline channels in totAL 2,348.22 TALESRUNNER.COM.HK 73(SoURCe: yAhoo!/ADMAnGo; jAnUARy-DeCeMBeR 2009) Asofthebeginningof2010,therewere8,826publicWiFi Hong Kong, Taiwan and Korea, MINICLIP 56 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) spots in Hong Kong. including a product mini-site, "how to" videos on YouTube, hong Kongs top 10 Website Brands in 2009 (SoURCe: oftA)eDM, SMS and in-store materials. hong Kongs top 10 Retail Sites of 2009 BRAnDAD iMPReSSionS (000) In order to maximise the viral potential of the application, TOTAL 23,927,360 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Hong Kongs mobile data revenue is expected to increase users were then invited to pass on the application to yAHOO!HK 13,631,410 RETAIL 2,033ataCAGRof10.5%from2009to2014,increasingfrom ALIBABA.COM 469 ATNEXT 2,141,341 friends in order to receive vouchers and win prizes to drive APPLEWORLDWIDESITES 459 2000FUN-HP 2,017,361 US$557millionto$916million. traffic to Anna Sui counters. HKEPCHARDWARE1,860,722 (SoURCe: PyRAMiD ReSeARCh) AMAZONSITES309 PRICE.COM.HK 210 DISCUSS1,153,393 Results:Withinthefirstmonththecampaigngenerated: MINGPAO970,985 THREE.COM.HK174 THESUN712,127 In2010,ValentinesDayandChineseNewyearDayboth -Morethan6,000FacebookusersaccessedtheSuper DCFEVER 174 AASTOCKS 533,116 fell on 14 February, perhaps prompting Hong Kongers toBlack Mascara Facebook application. CITyLINE164 RINGHK121 MSNHONGKONG476,805 send more than 28.3 million SMS messages and receive-Morethan600peoplebecomefansoftheapplication FOTOP430,098 NISSENGROUP119(SoURCe: yAhoo!/nieLSen ADReLeVAnCe 06/04/2010) 36.8millionofthema54.19%and42.08%increasegroup. HEWLETTPACKARD 116 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) respectivelycomparedtoValentinesDay2009.-Morethan500vouchersweredownloaded. (SoURCe: oftA) -Thebrandwebsitesawanincreaseinvisitsofover50% during the campaign period.28 asia pacific digital marketing yearbookasia pacific digital marketing yearbook 29 17. inDiAWhat indians do onlineACtiVitieS% of USeRS % ChAnGeMSNGAMESAOLGAMESNICKELODEONCASUALGAMES355319315 UnDeRtAKinG fRoM 2008WILDTANGENTNETWORK296SEARCHFORTRAVELPRODUCTS 84EAONLINE274JOBSEARCH 71 -0.3 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)SEARCHFORNON-TRAVELPRODUCTS 68INSTANTMESSAGING/CHATTING 67 -3CHECKGENERALNEWS 62 -1 indias top 10 Retail Sites of 2009DATING/FRIENDSHIP55+52009 AVeRAGe MonthLy UniqUe ViSitoRS (000)CHECKCRICKETCONTENT/SCORE 53+3RETAIL 13,404CHECKSPORTSOTHERTHANCRICKET52 AMAZONSITES3,542MATRIMONIALSEARCH 49+0.4APPLEWORLDWIDESITES 1,667ENGLISHINFOSEARCHENGINE 49+0.6ALIBABA.COM 1,253(SoURCe: jUxtConSULt)HEWLETTPACKARD 993AMERICANGREETINGSPROPERTy918WARESEEKER883SAMSUNGGROUP 719DELL712 onLine ADVeRtiSinGBOOKMySHOW646FLIPKART611OnlineadrevenuesinIndiain2008/09cametoRs3.25(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)billion,38%higherthanthepreviousyear.By2009/10theyindias top 10 entertainment Sites of 2009are expected to reach Rs4.3 billion.2009 AVeRAGe MonthLy UniqUe ViSitoRS (000)(SoURCe: iAMAi)ENTERTAINMENT 21,991yOUTUBE 10,474Ad spend on a per user basis is low in India, valued at CBSINTERACTIVE 5,154AOLMUSIC 4,005Rs65peruser.ItisexpectedtoincreasetoRs68in2010.(SoURCe: iAMAi)METACAFE3,740SONGS.PK2,956YAHOO! MOVIES2,802Online ad spend is expected to increase by 32% over the REAL.COMNETWORK2,227next four to five years, generating Rs20 billion by 2013. SANTABANTA1,762(SoURCe: PWC) GORILLANATION1,693BEEMP31,680(SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS)Currently online ad spend represents just 2.3% of overallTaj Mahal palace at sunrise adspend.By2013thatisexpectedtochangeto5.5%. indian online Ad Market by industry Sector(SoURCe: PWC)SeCtoR 2008/20092009/2010% GRoWth (RS MiLLion) (RS MiLLion)Indiastop500advertisersspentanestimatedRs278.15BFSI 55364517AUTO 27638740croreononlineadvertisingin2008/09,representingaroundFMCG 3254734664%ofallonlineadspendbyIndianadvertisers. CONSUMERDURABLES26034432IT/TELECOM 48868841 indias internet Users 2009(SoURCe: WeBChUtney)EDUCATION19534476 DeMoGR APhiCS% of USeRSONLINEPUBLISHERS8451,07527 GenDeR Three categories dominate online ad spend in India. TheELECTRONICMEDIA 13017232Indianowhas71millioninternetusers,showingagrowth MALE 79 IT/online sector accounts for 23% of online ad spendPRINTMEDIA 49 8676 FEMALE21rateof42%through2009.Ofthisnumber,51millionof AGeamongIndiastop500marketers;theconsumerdurables OTHERS(SoURCe: AiMAi)130 90 -31them are active users. 15-2441 industryisestimatedtoaccountfor19%;andbanking, 25-3436(SoURCe: eConoMiC tiMeS/iMRB/iAMAi) 35-4415financialservicesandinsuranceaccountsfor17%.online Ad Performance in india, Basic Metrics(SoURCe: WeBChUtney)SeCtoRiMP. With inteRACtion DWeLL USeR AVeRAGe CtR (RiChCtR 45-54 7The number of internet connections in India is still inteRACtion RAteRAteRAte DWeLL tiMe MeDiA)(StAnDARD 55+ 1 (SeConDS)MeDiA)consideredtobeverylow,at14.6million.ACCeSS LoCAtionMorethanonequarter(26%)ofthetop500IndianAPPAREL 9.7% 27.2% 12.4%49.5 1.06% HOME88 AUTO 7.6% 12.6% 7.7% 25.5 0.43% (SoURCe: eConoMiC tiMeS/iMRB/iAMAi) advertisers digital spend goes on brand-specific websites. CONSUMERPACKAGEDGOODS 9.0%17.5% 11.2%77.8 0.70% 0.88% OFFICE84 SPenDS 2 hoURS oR MoRe onLineJust 2% goes on mobile advertising. ELECTRONICS7.8% 13.3% 8.6% 42.6 0.81% 0.46%Indias current broadband penetration rate stands at lessHOME-WEEKDAyS43 (SoURCe: WeBChUtney)ENTERTAINMENT3.9%7.5% 5.9% 29.9 0.44% 0.37%than 1%. HOME-WEEKENDS54 FINANCIAL7.3% 12.2% 6.9% 27.0 0.16% GOVERNMENT/UTILITIES 8.2% 14.1% 8.2% 47.0 0.44% (SoURCe: PyRAMiD ReSeARCh) OFFICE-WEEKDAyS53 OnlinespendbyIndiastop500advertise